Holt Renfrew Icon Privileges Earns Experiences Rather Than Points
Laura McQuarrie — August 5, 2015 — Business
References: holtrenfrew & marketingmag
There are many rewards programs built around encouraging people to accumulate points with purchases that can only be put towards more physical items, but not Holt Renfrew's Icon Privileges.
For many luxury brands, it's more important to keep the biggest spending customers loyal by giving them exclusive retail experiences rather than pushing product. The same thinking is applied to the retailer's Icon Privileges program, which rewards shopperss with a Select or Front Row Status membership based on how much they spend. Rather than converting a shopper's loyalty to points, this system rewards customers with cocktail parties, lunches with designers, as well as exclusive in-store services and products.
The SVP of marketing and customer experience at Holt Renfrew Alison Simpson sums it up best by saying: "Experience is ultimately everything to us, so it’s not about racking up points."
For many luxury brands, it's more important to keep the biggest spending customers loyal by giving them exclusive retail experiences rather than pushing product. The same thinking is applied to the retailer's Icon Privileges program, which rewards shopperss with a Select or Front Row Status membership based on how much they spend. Rather than converting a shopper's loyalty to points, this system rewards customers with cocktail parties, lunches with designers, as well as exclusive in-store services and products.
The SVP of marketing and customer experience at Holt Renfrew Alison Simpson sums it up best by saying: "Experience is ultimately everything to us, so it’s not about racking up points."
Trend Themes
1. Experiential Rewards Programs - Disruptive innovation opportunity: Develop a rewards program that focuses on providing unique experiences and exclusive services instead of accumulating points for physical items.
2. Exclusive Retail Experiences - Disruptive innovation opportunity: Create a loyalty program that offers customers access to exclusive events, designer interactions, and personalized in-store experiences.
3. Shifting Loyalty Paradigm - Disruptive innovation opportunity: Challenge the traditional loyalty model by prioritizing experience over the accumulation of points, providing a new approach to customer loyalty.
Industry Implications
1. Luxury Retail - Disruptive innovation opportunity: Integrate experiential rewards programs into luxury retail to enhance customer loyalty and provide unique experiences for high-spending customers.
2. Customer Loyalty Programs - Disruptive innovation opportunity: Transform traditional customer loyalty programs by shifting the focus towards rewarding customers with exclusive retail experiences rather than physical items.
3. Marketing and Customer Experience - Disruptive innovation opportunity: Redefine the concept of customer experience by adopting a strategy that prioritizes experiential rewards over points-based loyalty programs.
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