# Data-Driven Retail Rewards The Neiman Marcus InCircle Membership is Driven by Consumer Behavior By Jana Pijak | Published 2016-02-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/retail-rewards References: [incircle](https://www.incircle.com/index.jsp) & [incircle](https://www.incircle.com/category.jsp?itemId=cat105101&parentId=&siloId=cat105101&navid=topNavInCircleConcierge) The [Neiman Marcus](https://www.trendhunter.com/trends/balmain-beach-club) InCircle membership is a retail rewards program that is driven by consumer behavior. Appealing to the retailer's target demographic -- a consumer with an appreciation for luxury -- the [loyalty program sells exclusivity](https://www.trendhunter.com/trends/nylon-membership) and aims to foster a lasting relationship with shoppers. The retail rewards program consists of seven membership levels that each offer their own exciting perks. Members who reach level four of the loyalty program are given access to the fashion retailer's exclusive InCircle Concierge perks. These include access to a network of Neiman Marcus professionals who will help members secure travel arrangements, restaurant reservations or even help them get their hands on wait-listed retail items. Once a member has reached the most prestigious President's Circle title, they are given even more access to similar perks including personalized beauty sessions and wardrobe consultations while collecting points that will unlock significant cash discounts over time. Using big data, Neiman Marcus examines consumer behaviors and spending habits to cater its loyalty program to the desires of luxury lovers. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 73% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Personalized Loyalty Programs:** Incorporate consumer behavior data to create customized rewards and perks for loyal customers. - **Exclusive Membership Tiers:** Implement multiple membership levels with increasing privileges to enhance customer engagement and retention. - **Utilizing Big Data in Retail:** Leverage consumer behavior insights to improve loyalty programs and provide tailored shopping experiences. ### Where This Applies - **Retail:** Incorporate data-driven loyalty programs to enhance customer satisfaction and increase sales. - **Luxury Goods:** Create exclusive membership tiers to appeal to high-end consumers and foster long-term relationships. - **Travel and Hospitality:** Offer concierge services and personalized perks to attract affluent travelers and provide exceptional experiences. ## Related on Trend Hunter - [Retailer-Backed Rewards Cards](https://www.trendhunter.com/trends/target-circle.md) - [Men-Focused Loyalty Initiatives](https://www.trendhunter.com/trends/members-only-rewards.md) - [Refreshed Retail Initiatives](https://www.trendhunter.com/trends/target-circle-loyalty.md) - [Loyalty-Based Rewards Programs](https://www.trendhunter.com/trends/nescafe-dolce-gusto.md) - [Hospitality Loyalty Programs](https://www.trendhunter.com/trends/millennium-hotels-and-resorts.md) - [DIY Retailer Rewards Programs](https://www.trendhunter.com/trends/mylowes.md) - [Allen Key-Inspired Rewards Programs](https://www.trendhunter.com/trends/ikea-family-loyalty-program.md) - [Rewarding BNPL Memberships](https://www.trendhunter.com/trends/klarna-memberships.md) - [Simplified Loyalty Programs](https://www.trendhunter.com/trends/cvs-pharmacy-loyalty-program.md)