Strategy
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
-
Nadia Cameron (CMO)
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.
