The retailer's PINK line hopes to build brand engagement by redesigning its app loyalty program, offering members additional perks like exclusive discounts, sneak peaks and college merchandise, in addition to hosting events like pop-ups

American lingerie and apparel retailer Victoria’s Secret is revamping the mobile application for its popular Pink line to focus on rewarding loyal customers and recruiting new ones.

The easier-to-navigate Pink Nation app is targeted at women in their early to mid-twenties and offers features such as access to product sneak peeks, college merchandise, special deals, games and exclusive shopping events for rewards members. In addition, the program is offering special deals to new members for the month that they register and every month throughout their membership, aiming to encourage new recruits.

To go along with this expansion of its app and loyalty program, the retailer is also augmenting its IRL presence, establishing college reps at at over 100 U.S. university campuses to act as ambassadors to help heighten engagement with the brand’s target demographic. Victoria’s Secret will also be hosting a concert on a double-decker bus at Chicago’s Navy Pier, featuring Marshmello on Saturday, September 22 and a pop-up shop exclusive to members at the Magnificent Mile Pink flagship store.

The Pink Nation app is available on Android and iOS and free to download.

Victoria’s Secret Pink


Lead image: Victoria’s Secret Pink via Facebook

American lingerie and apparel retailer Victoria’s Secret is revamping the mobile application for its popular Pink line to focus on rewarding loyal customers and recruiting new ones.

The easier-to-navigate Pink Nation app is targeted at women in their early to mid-twenties and offers features such as access to product sneak peeks, college merchandise, special deals, games and exclusive shopping events for rewards members. In addition, the program is offering special deals to new members for the month that they register and every month throughout their membership, aiming to encourage new recruits.