# Upgraded VIP Reward Programs DSW Revamps Its Loyalty System Based on Consumer Feedback By Kalin Ned | Published 2018-05-23 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/vip-reward References: [chainstoreage](https://www.chainstoreage.com/designconstruction/csa-exclusive-dsw-puts-best-foot-forward-when-it-comes-to-innovation/) & [dsw](https://www.dsw.com/en/us/vip) Footwear retailer DSW recently restructured its [point-based loyalty system](https://www.trendhunter.com/trends/rewards-system) and transitioned to a VIP reward program that offers greater benefits to its members -- who exceed the 25 million mark in numbers. The new system is geared toward providing the best possible experience to both online and in-store customers. Launched on May 9th of this year, the VIP reward program boasts a [three-tier membership structure](https://www.trendhunter.com/trends/the-british-airways-club) -- Club, Gold and Elite. The basic threshold allows consumers to earn a point for every dollar they spend, $5 off a purchase that is made during their birthday month, as well as free shipping on anything. In addition, DSW motivates customers to be charitable and rewards them with points and perks for [in-store shoe donations](https://www.trendhunter.com/trends/charitable-loyalty-program). ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 13% | Activity: 16% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Tiered Reward Programs:** Retailers can consider offering tiered memberships with increasing benefits to encourage greater customer loyalty. - **Incentivizing Donations:** Incorporating charitable incentives into loyalty programs can foster brand loyalty while also promoting social responsibility. - **Online and In-store Integration:** Loyalty programs that equally cater to online and in-store customers can enhance the shopping experience and drive customer engagement. ### Sectors Adopting This - **Retail:** Retailers can examine their current loyalty programs and consider implementing changes that provide greater benefits and foster customer loyalty. - **Charitable Organizations:** Non-profits can form partnerships with retailers to incentivize donations that not only raise awareness and engagement but also bolster customer loyalty. - **E-commerce:** E-commerce companies can explore ways to better integrate in-store experiences and rewards to improve customer loyalty and retention. ## Related on Trend Hunter - [Bridal Loyalty Incentives](https://www.trendhunter.com/trends/davids-bridal-2.md) - [Simplified Loyalty Programs](https://www.trendhunter.com/trends/cvs-pharmacy-loyalty-program.md) - [Customer-Led Loyalty Programs](https://www.trendhunter.com/trends/the-iconic.md) - [Men-Focused Loyalty Initiatives](https://www.trendhunter.com/trends/members-only-rewards.md) - [DIY Retailer Rewards Programs](https://www.trendhunter.com/trends/mylowes.md) - [Beauty Loyalty Programs](https://www.trendhunter.com/trends/new-customer-loyalty-program.md) - [Allen Key-Inspired Rewards Programs](https://www.trendhunter.com/trends/ikea-family-loyalty-program.md) - [Reward-Maximizing Pizza Loyalty Programs](https://www.trendhunter.com/trends/toppers-pizza-upper-crust-society.md) - [Designer Shoe Protection Services](https://www.trendhunter.com/trends/shoe-protection.md)