Van Heusen launches exclusive loyalty program for women

Company Brief

New Delhi, 23 December, 2009

Imagine shopping for your favourite designer wear and actually making savings as you go about it! Van Heusen announces India's first ever women only loyalty club that rewards you with actual discounts and not insignificant points that others dole out. The customer loyalty program aimed at loyal women shoppers comes with a special women-only 'Diva Club' loyalty card. This card is unique simply because of the benefits it provides to its members, unlike the plethora of cards available in the market today, Diva Club aims to give the maximum benefit to its members in the form of a 10% discount. In most programs, the reward to the members is delayed, whereas in Diva, loyalty is rewarded on the spot!

The VH loyalty program - "The Power Club" has been operational for about on year now. A dipstick study on the loyalty program revealed that women shoppers prefer a flat discount to a points based program. However, men were more comfortable with a points based program. Hence the idea took shape, of having an exclusive club for the loyal customers of Van Heusen Woman, which would be a flat discount based program unlike the Power Club program which is points based. Also, by having a new program only for women, Van Heusen would be sending out customized communication to their women members with a sharper focus on the category.

A customer becomes a Diva Club member on the first purchase of Van Heusen Woman merchandise after the launch of the program. And after reaching a cumulative bill value of Rs.5000 in one year, the customer starts availing a 10% off on all Van Heusen Woman purchases in that year. The other benefits of the program are:

* Alerts/ Exclusive previews of new collections.

* Exclusive End of Season Sale previews.

* Special invites to Fashion evenings and private parties.

Most importantly, Van Heusen Woman has been able to bring in a small but serious set of discerning women, who have clearly found that the brand has been able to satisfy their requirements. With the brand having achieved a clear leadership in the formal and occasion-led western womenswear market, it was only natural for Van Heusen to create an exclusive platform for its consumers.

For further informatiion, please contact:

Van Heusen

Janet Arole

Mobile: 097027 20666.

Email: janet.arole@adityabirla.com

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