Victoria’s Secret Cashes In On “Spring Break” Event
By Alicia Fiorletta,Associate Editor

At Retail TouchPoints, we constantly investigate new technologies and how these cutting-edge tools and solutions are empowering retailers to maximize in-store customer experiences. While I’m enthralled in all things related to retail technology and marketing, sometimes I get much more enjoyment out of seeing retailers excel with more traditional marketing and loyalty strategies, such as special events.

In a recent feature we published about pricing challenges in an omnichannel world, I spotlighted three retailers ― Bloomingdale’s, Nordstrom and Sephora ― that have incorporated special events and other VIP perks into their loyalty programs to encourage customers to purchase from their locations and e-Commerce sites more frequently. These retailers are competing beyond price to maximize customer loyalty.

Other retailers are inviting all shoppers to in-store events in an effort to spread buzz on new collections, and simply to show customers that they care and appreciate their business. I recently had the opportunity to attend an after-hours shopping event thrown by Victoria’s Secret, and let’s just say it was one of the best shopping experiences I’ve had with this retailer in a long time.

The private shopping party was held to commemorate the official arrival of “Spring Break” season. Featuring a DJ blasting dance music, hourly raffles and giveaways, and highly discounted items, the event drew a throng of consumers across age segments. I even saw a few men trailing meekly behind their spouses as they browsed through Victoria Secret’s assortment of lingerie, cosmetics, fragrances, loungewear and workout gear. That gave me a chuckle.

My sister and I attended the shopping festivities just to see if there were any good deals or sales taking place. With these kinds of events, I’m always interested in the discounting approach retailers are taking. In this case, Victoria’s Secret utilized a “Spring Break” strategy that appealed to all types of spenders: Consumers who spent $50 got a $10 discount, while those who spent $75 received $15 off. However, if you spent more than $100, you got a $25 discount. 

Needless to say, this spending incentive ― coupled with the fun, VIP-style party and chance to win special prizes ― sent my inner shopping fiend in a tizzy. I was eager and willing to buy items, and continued to browse throughout the store while waiting to hear whether my sister or I had won any of the raffles. By the time we were ready to complete our purchases, I had spent twice as much as initially planned, largely because of the great experience being offered.

Beyond the traditional approach to marketing and loyalty through special events, Victoria’s Secret also encouraged attendees to take photos and publish them on Instagram using the hash tag #PINKNationAfterParty. Consumers could use that hash tag on Twitter, too, to share their opinions about the event, as well as details of their purchases.

Who could resist? I took part in these social activities by snapping pictures and tweeting my thoughts and perspectives about the shopping party.  Later that night, I received responses from the Victoria’s Secret marketing team! See our conversation below:

Not only did Victoria’s Secret do a great job of creating a fun, compelling soirée for VIP consumers, the retailer also successfully extended the conversation post-event to garner attendee feedback, and generate one-to-one conversations. This one event showcases the variety of opportunities retailers have to make their brands truly come alive.

Exclusive events like Victoria Secret’s bring the shopping experience to new heights by making shoppers believe they’re involved with something special. This traditional marketing method, in my opinion, can help retailers create long-term loyalty ― regardless of cutting edge technologies.

Follow Alicia on Twitter: @AliciaFiorletta