These four brands are reinventing traditional loyalty systems by going experience-first with multilayered, personalized and exclusive benefits programs

In a retail marketplace increasingly defined by consumer control, purely transactional loyalty programs are no longer up to standard. Leading brands across the industry are moving away from traditional loyalty systems and difficult points-based benefits, instead focusing on data-driven, recommendation-laden options that forge strong, mutually beneficial consumer-retailer relationships.

From PSFK's Reinventing Retail Through Experience-First Shopping report, here's how four brands are using enhanced VIP programs to encourage customers to make repeat purchases and nurture long-term brand loyalty:

Reebok
English sportswear company Reebok launched a loyalty program that allows members to earn points by interacting with their digital content, purchasing Reebok goods, reviewing products, posting to social media, completing their profile or simply creating an account. Points ladder up to better perks, beginning with a birthday surprise, moving up towards VIP customer service and finally offering discounts on fitness and nutrition certifications, dibs to limited edition apparel, free customization on all gear, and all an-access pass to any Reebok event.

Starbucks
Starbucks redesigned its loyalty program to make it easier for customers to receive complimentary rewards and benefits. The program also offers perks like free birthday rewards, the ability to order ahead via the mobile app, free in-store refills, access to member events and mobile payments.

Image: Starbucks media room

Barneys
Barneys New York launched a loyalty program offering access to exclusive experiences, VIP services, perks and rewards to its customers. While the service offers expected loyalty program benefits like personalized promotions and early access to sales, members will also receive invites to designer events, free beauty treatments and added perks at Freds Restaurant.

Iris Nova
Wellness tech and beverage startup Iris Nova opened a physical location in New York’s Tribeca with a VIP space in the back that serves experimental cocktails to the company’s most loyal clients. Customers who sign up for a monthly subscription to Dirty Lemons’ beverages are deemed members who can access the cocktail bar behind its cashierless store front space. The space invites VIP customers to sample new Dirty Lemon beverage concepts that aren’t on the market yet and mixed alcoholic drinks made with their favorite products.

80% of consumers say the experience a brand provides is as important as its products and services. For an in-depth look into the evolving consumer expectations for experiential retail, download PSFK's Reinventing Retail Through Experience-First Shopping, available here.

In a retail marketplace increasingly defined by consumer control, purely transactional loyalty programs are no longer up to standard. Leading brands across the industry are moving away from traditional loyalty systems and difficult points-based benefits, instead focusing on data-driven, recommendation-laden options that forge strong, mutually beneficial consumer-retailer relationships.

From PSFK's Reinventing Retail Through Experience-First Shopping report, here's how four brands are using enhanced VIP programs to encourage customers to make repeat purchases and nurture long-term brand loyalty: