Since Instagram has the highest engagement with members of the Neiman Marcus InCircle loyalty program, what better to way to celebrate the program’s 30th anniversary than with an Instagram contest?
The contest, which targeted the upscale brand’s most loyal customers, ran from Jan. 14 through Jan. 26.
To enter the contest, consumers had to post a photo showing what they love about Neiman Marcus. The company introduced the contest on its blog, which explains the contest rules. To enter, a user had to post a photo to Instagram showing what they love about the retailer and include @NeimanMarcus and #NMInCircle.
The retailer’s InCircle loyalty program rewards consumers based on how much they spend. Members earn points per each dollar spent, and once they reach 10,000 points, they are sent a $100 card to use at Neiman Marcus.
Thirty winners will receive an upgrade to the President’s Circle, the second-highest tier typically reserved to shoppers who spend $75,000 to $599,999 annually. In the President’s Circle, members receive five points for each dollar spent, rather than the two points earned in other tiers.
Some of the other President’s Circle benefits include:
Additional $150 Perk Card: It can be used to indulge in convenient store services such as dining, alterations, parking, expedited delivery, handbag and jewelry repair, and fur services.
Fitting room experience for two: Enjoy a fitting room experience for two that includes light bites and unparalleled personal attention in an accommodating setting.
Wardrobe consultation: Schedule an appointment with a sales associate to discuss your wardrobe focus. Then, the associate sets up a fitting room with the perfect merchandise to match your desires.
InCircle Concierge: With exclusive travel offers, insider access, and VIP privileges, this is your complimentary service for travel, tickets, fashion, dining, and more.
Double-Point day of choosing: Make a shopping spree twice as rewarding by using your Double-Point Day. Double InCircle points on any day of the year you'd like.
Beauty appointment for two: The ideal time to have your makeup done, with our compliments, is now! Bring a friend.
Gift packaging: Receive complimentary gift packaging on in-store and online purchases over $25, where available. Gift packaging will be deducted from your billing statement.
Advance notice of sales and events: Be the first to find out about member-only sales, special events, and occasions that let you rack up bonus points.
What’s more, one grand prize winner will receive a trip to New York planned by the InCircle concierge, who uses their insider access to grant their clients special experiences.
Neiman Marcus spokesperson Ginger Reeder told Loyalty360 that the company wanted to kick off InCircle’s 30th anniversary by reaching customers who are really engaged with the loyalty program and with Neiman Marcus.
“Instagram has the highest engagement with our Neiman Marcus customers, so we thought an InCircle Instagram contest would be the perfect fit,” Reeder said. “To celebrate our 30th anniversary, members will enjoy new benefits, special offers, and exclusive events throughout 2014.”
Reeder said the goal of the contest was to encourage customers to share their stories about Neiman Marcus and the InCircle loyalty program.
“We love hearing from our customers,” she said. “We wanted to celebrate 30 years of our InCircle Loyalty Program. As InCircle is all about the experience and service, we believe that asking our customers to share their favorite thing about Neiman Marcus was the right way to show the loyalty to our brand.”
Reeder said InCircle members continue to be the company’s most loyal customers.
“They visit more, transact more, and spend more than non-InCircle members,” she explained. “While still maintaining exclusivity in the loyalty program, we have added benefits to engage our customers across more of our channels with more focus on our online channel. We have modernized our interaction with our customers through technology and have given them access to more information about their benefits and have made it easier to receive the benefits of the program. Focusing what our customers are passionate about, we have evolved our benefits to focus more on fashion and service.”
For a loyalty program to last 30 years is a testament to the brand and its loyal customers.
“This shows that our InCircle program is always changing to ensure that our customers have the best shopping experience,” Reeder said. “To celebrate our 30th Anniversary, we have also added new program benefits for 2014. InCircle has enhanced its benefit levels, lowered its spend thresholds, and upped the perks. We’ve also opened up our deservedly famous InCircle Concierge service to those who spend $5,000 or more, offering an inside track to tickets, restaurant reservations, even help running errands or scoring a wait-listed runway look.”