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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in