Our work in Australia continues, as August saw the launch of Vogue Australia’s members-only experience, Vogue VIP; a brand new member benefits program that provides unprecedented access into the wonderful world of Vogue.
Harnessing the power of the long-established Vogue brand - the authoritative voice in Australian fashion and the place to discover new fashion trends - the program offers members both a print and digital subscription, as well as access to the new digital loyalty platform, Vogue VIP; the hub for members to fully embrace all that a Vogue Australia membership has to offer.
Following the continued success of Clock’s other recently launched sites for News Corp Australia; Plus Rewards and The Australian Plus, we were delighted to partner with the Vogue Australia team to deliver a membership platform like no other, offering insider access and exclusives.
Carrying a simple and clean design that is reflective of the Vogue Australia brand, the platform assists with increasing engagement amongst the existing subscriber base, as well as serving as an acquisition tool to attract new members.
Content is king and members get an array of benefits such as monthly offers and rewards from carefully selected partners, first and exclusive access and discounts to events, plus behind-the-scenes editorial content curated especially for subscribers. Furthermore, members have first-look at covers and receive regular communication tailored to them as a valued subscriber.
The ability to manage such content was also a key element of the brief and with our easy-to-use CMS, which has an array of features such as scheduling and previewing, content can be continually added and refreshed, ensuring that it is always relevant. As a result, significant team efficiencies will be achieved, and members are encouraged to regularly visit and engage with the Vogue Australia brand outside of its editorial content alone.
Vogue Australia’s marketing director Diana Kay said: “Vogue VIP forms an important part of the transformation of our business. It was created to deliver a direct-to-customer, personalised membership experience for our loyal customers. It also has a strong value proposition for our partners and streamlines the distribution of our products to ensure a frictionless customer journey from engagement and acquisition to retention and transaction. Clock clearly understood our brief for the project and we’re already seeing incredible customer engagement and retention results.”
To find out more or if you want to discuss how we could help with your loyalty and retention strategy, we would love to hear from you. Get in touch.