Victoria’s Secret VS Rewards Program: Rebranding Tier Structure for Engagement
Victoria’s Secret’s new loyalty program required a fresh identity to enhance customer engagement. Fueled conducted extensive research, including surveys and interviews, to understand customer expectations and how they perceived tier structures. The team validated tier metaphors and sequence through word association and card sorting, ensuring the program’s language was clear, intuitive, and energizing. The final design aligned with Victoria’s Secret’s inclusive and authentic brand voice, transforming the program into a more relatable and valuable experience for shoppers. The platform’s integration allowed for seamless user interaction, reinforcing the brand’s commitment to innovation and customer-centric design.
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