Vogue Australia launches VIP customer loyalty program

Members program is being described as a category-first and promises loyal customers access to discounts, insider content, exclusive member events and more

Vogue Australia has taken the wrappers off what it’s claiming is a category-first loyalty program providing members with a host of personalised discounts, exclusive offers and access.

The News Prestige Network publication’s new Vogue VIP program is exclusive to subscribers and coincides with Vogue’s 60th birthday this year in Australia. A key program element is the opportunity to join Vogue as a VIP guest at national events, gaining access to pre-sales tickets, parties and shopping nights. Members also have the ability to network with the Vogue community, editors, business mentors and fashion industry notables. 

There are also exclusive offers, discounts and competitions being offered, along with insider content, free delivery and complimentary digital edition access. For instance, members will be able to get 20 per cent off tickets to the Australian Ballet’s Sylvia performance.

The first VIP offering will be exclusive access to a Vogue VIP Members Lounge at Vogue’s American Express Fashion Night Out in Melbourne on 29 August and Sydney on 5 September including goodies bag. First insider content, meanwhile, includes a behind-the-scenes look at Sylvia with ballet member, Isobelle Dashwood, along with an interview with Australia actor, Margot Robbie, and her mother, Sarie Kessler.

Vogue VIP is a personalised membership loyalty program rewarding subscribers and offering rarefied access into the world of Vogue. It’s also out biggest ever consumer-facing launch,” said Vogue Australia editor-in-chief, Edwina McCann.

“The members-only experience is a really exciting transformation of the business and I’m confident we will be successful because we are investing in the future of our brand, content and importantly, our customers.”

Vogue marketing director, Diana Kay, said the launch of the category-first customer loyalty program is being supported by a wide-scale marketing campaign and comes off the back of extensive research to map customer needs and wants.  

Vogue VIP was created to deliver a direct-to-customer, personalised membership experience,” she said. “It’s a strong value proposition for our partners and streamlines the distribution of our products to ensure a frictionless customer journey from engagement and acquisition to retention and transaction.”

It was during the mapping process that Vogue identified readers value more access to the brand and a rewards program that would positively contribute to subscribing, Kay explained.

“It also gave us our name, with half of those surveyed saying they preferred Vogue VIP,” she added.

The program also comes off the back of News’ success building a multi-channel paid subscriber base at The Australian, its NSW and prestige titles MD, Nicholas Gray, said, taking several cues from that program.

“Subscriptions are important to our business and improving the Vogue Australia customer experience and rewarding brand loyalists is imperative to building engagement, growing and retaining subscribers,” he commented.

To support the launch, Vogue has launched a dedicated VIP website, allowing subscribers to redeem offers and experiences. This will be complemented by the wider website’s redesign later this year.

Vogue Australia claims to have a combined digital and print audience of 792,000, and social footprint of 2.6 million.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in