Victoria’s Secret Gives Its Loyalty Program, App a Makeover

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Victoria’s Secret has revamped its loyalty program, PINK Nation, and redesigned its mobile app, promising a more innovative and intimate brand experience to its 2 million active members.

The redesigned app offers new features and functions, members-only offers and benefits, in-app games and content aimed at engagement and access to exclusive events.

“We’ve spent the last decade creating this amazing experience through authentic connections with the PINK girl,” said Sarah Sylvester, Senior Vice President of Marketing for Victoria’s Secret in a press release. “To build on that special relationship, the new app adds even more innovation and fun.”

The app also offers college girls an opportunity to connect with their campus reps through PINK’s brand ambassador program.

New members will receive an exclusive offer of their choice when downloading the app, with new offers each month. There are also exclusives like opportunities to shop new styles first and invitations to members-only events.

The reimagined PINK Nation user experience features a new layout and more intuitive navigation. A new “explore” tab gives users access to trending items at PINK including new products, fan favorites and shopping offers and promotions that can be added to their cart.

The new look and feel still includes original symbols like the iconic PINK dog, a peace sign and collegiate emblems with a makeover in an effort to maintain a “girls club” energy and vibe.

PINK Nation was first launched in 2009 and was one of the first millennial brands to launch a robust loyalty program. The brand engages members through product promotions and special offers like giveaways and sweepstakes.

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