The Iconic Front Row loyalty program aims to encourage conscious shopping behaviours, such as purchasing pre-loved items, and will offer exclusive in-person events.
The Iconic has introduced a free-to-join loyalty program, The Iconic Front Row, co-designed with input from over 50,000 customers. Members of The Iconic Front Row will accumulate a loyalty currency known as Icons, which can be utilised to unlock various rewards, special offers, and exclusive experiences.
The program features four distinct Status Levels: Insider, Stylist, Muse, and VIP. Each level provides increasing benefits and allows for faster accumulation of Icons. Existing customers will be assigned initial Status Levels based on their previous shopping behaviour.
The program aims to encourage conscious shopping behaviours, such as purchasing pre-loved items, and will offer exclusive in-person events. A phased roll-out of the program is planned throughout October, with active customers from the past 12 months being automatically enrolled.
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Joanna Robinson, Chief Marketing Officer at The Iconic, said, “THE Iconic Front Row gives our customers more with every purchase, delivering simple, transparent value in a personal way.”
“From day one, we’re recognising our existing customers for their loyalty, assigning Status Levels based on their history with us and providing benefits that genuinely matter.”
Robinson added, “Our customers have been asking for a loyalty program for some time and doing it well builds trust and fuels growth.”
“We’ll continue to enhance the program in line with what customers are telling us, from incentivising conscious shopping behaviours to creating more exclusive, in-person events, including surprising select VIP members with tickets to an exclusive music event this November.
“Our customers will be rewarded more than ever before when The Iconic Front Row launches, and there is even more to come.”
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The program includes a custom dashboard, developed in-house, designed to provide a seamless digital experience across both app and desktop platforms.
The Iconic Front Row was developed in collaboration with partners Talon.One and Loyalty and Reward Co. The visual identity of the program was co-designed by Dentsu Creative, maintaining a bold and fashion-first aesthetic.
Robinson also noted, “Got You Looking is our Masterbrand platform and The Iconic Front Row is a natural extension into loyalty, bold, fashion-first and relentlessly customer-led.”
“We’ve designed an experience that feels unmistakably Iconic across every touchpoint, while delivering transparent value through ICONS, tailored offers and exclusive moments. It’s about turning customer recognition into a brand experience that our members can see and feel at every scroll, check-out and delivery.”
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