What makes a luxury loyalty programme exclusive
The brief
A European luxury brand wanted to understand the members of its own VIP loyalty programme and of its competitors’ programmes, and what would make its beauty loyalty programme the one they value most.
Why it was hard
VIP members are a brand’s most valuable customers, so brands guard them closely and competitors’ members are especially hard to reach. Affluent clients are also reluctant to criticise a brand they are loyal to, and busy enough that a fixed interview slot is a hard sell.
How we did it
We recruited VIP members of both the client’s and competitors’ programmes through our networks among luxury shoppers. They took part in a week-long online community, where they could share their experiences at their own pace and in private: what membership gives them, what makes them feel recognised, and where programmes fall short.
We then interviewed six of the most articulate participants in depth by phone, to explore the moments that made a programme feel special and the ones that made it feel ordinary.
What the client got
A clear picture of what VIP members value in a luxury loyalty programme, and what would make the client’s programme stand out.
What it shows
We can reach the luxury clients that brands guard most closely, and give them a private space to say what they really think.
Services: online research · in-depth interviews · hard-to-reach recruitment
