Not all loyalty programs need to revolve around the concept of collecting points that translate into discounts on purchases, as the Myer Spring/Summer line's debut demonstrated. While most fashion debuts feature a crowd of media, celebrities, and fashion elites, Myer, the Australian department store, took a different angle in presenting its catwalk. Of the 1,400 guests in attendance, 700 were Myer's most valued customers.
Myer used data to select the 700 lucky and loyal customers, mining their interests at the stores to figure out which customers are most interested in the designer aspects.
Beyond just an invite to the Myer Spring/Summer event, Myer offered these 700 customers the chance to head to their local department store and get a fitting with designer dresses. Giving experiences in exchange for loyalty (rather than products) shows the importance that Myer places on lifestyle in the brands that the department store offers.
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