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‘Coupons are not going to do it anymore’: The latest loyalty program benefit is members-only access to new or exclusive products

Loyalty programs like exclusive access entice consumers and increase brand loyalty

In an effort to secure consumers, numerous brands are enticing shoppers with exclusive membership benefits, including early access to new or limited-edition merchandise.

Streetwear clothing store Kith recently introduced a three-tiered loyalty program, offering perks such as exclusive access to customized products and fresh releases. Similarly, accessories retailer Claire’s revamped its loyalty program in November, highlighting VIP privileges like early access to new collections. Direct-to-consumer children's clothing brand Hanna Andersson launched its inaugural loyalty program in September, granting members first dibs on new items and exclusive opportunities to purchase limited-edition products.