Age: 34

Occupation: Graphic Designer

Tech Savviness: High

Goals:

• Continue to receive exclusive rewards for her consistent purchases.
• Feel like a valued customer with personalized perks and offers.
• Get early access to new collections and sales, especially for new releases in her preferred style.

Behaviour:

• Frequently shops with the brand for her casual and work wardrobe.
• Has been a loyal customer for over a year and frequently purchases items during sales events.
• Regularly checks the brand’s email newsletters and app for new arrivals and exclusive offers.

Pain Points:

• Sometimes feels like loyalty rewards don’t scale with her continued spending.
• She wants more personalized rewards and recognition for her loyalty, beyond just discounts.

How the Loyalty Program Fits:

• Lauren would appreciate tier-based rewards, where she earns more perks the longer she stays with the brand (e.g., exclusive early access, free shipping, or birthday rewards).
• The program could offer VIP-only events or sneak peeks into upcoming collections, which would make her feel appreciated as an existing customer.
• A referral bonus for sharing her favorite brand with friends could also incentivize her to help grow the brand’s customer base.