The classic store loyalty program looks something like this: You earn a stamp on a punch card for every purchase, and on the 10th one you get something for free. Or you sign up for a free membership at a store, like the kind that drugstore chains like CVS and Walgreens are famous for, which opens up low prices on a whole panoply of goods. Historically, loyalty perks didn’t include things like private balls cordoned off just for members who’ve spent thousands of dollars at their stores.
Loyalty rewards are centuries old and as common as dirt. According to Accenture, as of 2016, 90 percent of companies had some kind of program luring customers to buy more in exchange for perks. But what allegiance to a brand can do for consumers looks different today from the simple punch card.
Now, more companies are using tiered rewards not just to offer a lower price here and there, but to unfurl the red carpet for a highly personalized, VIP shopping experience — think exclusive products and services, or early access to sales where you can peruse viral skincare products without worrying they’ll be sold out. Luxury department store Nordstrom provides top-level loyalty members with an in-home stylist, while Sephora gives its highest-tier members the first look at new products coming to the site. Even the Empire State Building launched an “ambassador program” this year; those who spend over $1,700 during their lifetime visiting the observatories get invites to special (sometimes sta.