They ditched the usual points and discount codes—just yanked them, honestly, like that time I bought a white shirt and, yeah, spilled coffee on it before I even left the house. Now it’s all private invites and “surprise” perks, everything stamped with this whispery “exclusive” label, though I don’t think anyone’s asking what that’s supposed to mean. Luxury brands keep swapping out generic discounts and points for personal touches and weirdly exclusive experiences, even for people like me, which, I don’t know, feels random? Tried telling my friend, the one who hoards receipts, and she just scoffed—she wants cashback, but also whines when her rewards vanish. Whatever.

It doesn’t feel like you’re in some secret club or anything. It’s just another email: “Preview next season’s collection!”—but RSVP in some app I haven’t opened since last year. Sometimes it’s a dinner invite, sometimes it’s a sneak peek at a blazer I’d never buy, and none of it’s a coupon. My phone throws these in with pizza delivery alerts. “Important updates,” it says. Sure, because shoes and pizza are the same thing, right? I mix them up half the time.

The punch card loyalty stuff? Gone. Now I’m just paranoid I’ll miss a “VIP” preview because I never check my spam. My cousin’s wedding is coming up—should probably check if brands still send actual invites or just those flashy app notifications that look like fake confetti.

The Evolution of Loyalty Programs in Luxury

Luxury brands started changing their loyalty programs, and honestly, I’m not sure anyone cared. One day it’s all about Birkin bags and exclusive previews, next thing I know, my inbox is congratulating me for hitting some tiny points milestone that means nothing—unless you’re famous and forget your bag at Nobu or whatever.

From Exclusivity to Inclusive Benefits

Used to be, the thrill was all about who got the invite—backstage passes, private Hermès appointments, that mysterious “clienteling” thing. Then, perks slid in for people who spend “a lot,” but not, like, yacht money. Saw someone get an early look at a new Dior sneaker. They’re not even a big spender, just shop a lot. Go figure.

Discounts? Not really the point anymore. Now it’s emails with “exclusive content,” sneak peeks at collabs, invites to VIP events. No velvet ropes. The super-exclusive stuff still exists, but it’s like that weird airport lounge you only find if you’re Platinum or know the secret handshake.

Half the fun is just feeling like a celebrity chef for a second—except it’s a Louis Vuitton keychain, not a soufflé. Resellers keep gaming the system, but honestly, who has the energy to care?

Post-Pandemic Shifts in Consumer Expectations

After the pandemic, loyalty went digital—fast. Everyone scrambled for apps, QR codes, whatever, and the boutiques pretended they’d always been tech wizards. Suddenly, brands wanted to remember your birthday, but also “care” about safety. I mean, a thank-you gift card for hand sanitizer? That’s luxury now?

People want personal touches, but nothing too clingy. Got a birthday email from a brand I forgot existed. Opened it because I was bored, not because I cared. Everyone got used to home delivery, but still wants to “belong.” No one ever knows the Wi-Fi password in those fancy flagship stores. That’s a whole thing.

So, yeah, expectations are a mess. Brands are just throwing stuff at the wall, hoping someone, somewhere, cares enough to RSVP to a digital “VIP” thing in between Zoom calls.

Balancing Prestige and Accessibility

Luxury brands keep trying to figure out how to hand out a bit of special without looking like they’re running a mall kiosk. It’s this weird balancing act—keep the prestige, but toss out a taste of it, maybe with mini products or collabs with chefs or travel brands. KPMG says 88% of loyal premium members stick around, which, I guess, means people are loyal to free shipping and “member-only” colors? Sure.

But if everyone can “level up,” does it even feel special? Like, if the secret handshake is just the cashier waving you through after selling you a $200 umbrella, what’s the point?

Some brands do it better—layers of perks for the regulars, secret invites for the whales. Crystal truffles, atelier visits, who knows. I got a travel pouch once for joining a program. It was polyester, not even monogrammed. Still use it for cables.

Emerging Trends in Luxury Loyalty Perks

People go nuts over free monogramming or whatever, so now brands just slip perks in without warning. Some folks obsess over fragrance consultations, or those app invites that don’t really do anything except let you brag you’re “in.” Does anyone care? I mean, maybe.

Personalization and Individual Preferences

Never thought I’d see luxury brands asking what coffee I drink or if I like blue cashmere over beige, but here we are. Sometimes they even want to know my favorite snack. If they ask for my calendar, should I just make something up? They text, email, sometimes even call. “We noticed you shop on Thursdays!” Okay.

• Custom rewards: Birthday scarves, “curated” free alterations, monogramming—suddenly my name’s everywhere, which is slightly creepy.
• AI-driven picks: Got an umbrella offer because I searched “rain boots” once. Feels like they know my closet better than I do.
• Preference profiles: Always a quiz or survey. They want the “real me,” but who keeps their preferences the same for six months? Not me.

I’m sure their algorithm thinks I’m into horse riding because I clicked on an equestrian hat once. None of this lines up, but hey, I’ll take a bespoke chocolate box if they’re giving them out.