Almost exactly three years after it launched its first-ever loyalty program, Claire’s is evolving the experience with new rewards, new branding and a new name — C.Club.
Claire’s amassed 18 million members under the previous iteration of its loyalty program, which was called Claire’s Rewards. Now the “reimagined” C.Club will offer “increased benefits, faster ways to earn rewards and more opportunities for self-expression,” the company said in a statement.
Once enrolled, C.Club loyalty members — called “Friends” — will earn 50 points every time they make a purchase, with 100 points equaling a $5 reward. Members also will be eligible to receive free earrings for a year when they get pierced in-store, exclusive birthday surprises, special discounts and free shipping. Another new element of the program is exclusive access to experiences: “Friends” will get invited to members-only events and get early VIP access to new products and collection launches.
C.Club Friends also have the opportunity to level-up their rewards by becoming a “Bestie.” This top tier of customer will receive 50% more points on each purchase and free shipping with no minimum purchase required.
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To celebrate the relaunch, Claire’s is giving away 1 billion rewards points to both new and existing members who join the program. Claire’s will also offer the first 1,000 members who play and win the C.Club quest in its Roblox universe, ShimmerVille, a free pair of earrings, redeemable in stores.
“With over 18 million members and growing, our loyalty program is one of the most important aspects of our brand,” said Kristin Patrick, EVP and Chief Marketing Officer of Claire’s in a statement. “As we continue to turn our brand platform over to the voices of ‘Gen Zalpha,’ we hope that allowing them to play an instrumental role in building C.Club will help inspire them with new possibilities.”
