Even though it’s been over 40 years since Victoria’s Secret first opened their doors, the brand is more relevant than ever. Trends are always changing, and it’s no easy feat to stay up to date on what consumers want. Still, through creative marketing and brand loyalty, Victoria’s Secret has maintained its popularity. It’s no wonder brands all over the world are scratching their heads wondering how they can achieve the same level of success.

Even if you’re not in the retail industry, we can all learn a lesson of two from the Victoria’s Secret marketing strategy. From genius coupon mailers to annual mega-sales, let’s take a look at what makes this brand so successful!

#1: Email Marketing is a Winner

Nothing’s worse than being the last to know, and the marketing crew at Victoria’s Secret know this better than anyone else. That’s why they’re sure to keep their email subscribers in the loop by sending sneak peeks at new collections and early access to limited-time offers. Subscribers also receive exclusive coupon codes that aren’t advertised anywhere else, making it all the more enticing to sign up for their email list. By offering these incentives, customers are more likely to register and the company thus makes more sales. This is something any business, no matter the industry, can replicate!

Recipients of the company’s email marketing can also look forward to a smooth, clean design in every single newsletter. They aren’t forced to scroll through pages of content they aren’t interested in or anecdotal company updates. They keep it simple and short with a compelling image, short and concise copy, and usually a coupon code of some sort. Drafting long-winded newsletters or marketing campaigns have a higher tendency to bore the reader. And with attention spans being shorter now than ever before, it’s important to keep their attention while you have it.

#2: Offer Coupons

You don’t have to be a rocket scientist to know shopping at Victoria’s Secret isn’t cheap. Even a pair of their sweatpants can cost you a pretty penny! That’s why the company regularly mails coupons to their customers. Not only does it draw people into the store, but it creates a guaranteed shopping cycle. They know they can rely on customers coming in each time they mail those out since their full retail prices are a little high.

Not to mention, sending these special mailers to customers also makes them feel valued. Think of all the credit card bills or student loan reminders they’re already receiving in their mailbox. Receiving something cheerful in the mail that will actually save them money gives customers an even more favorable impression of the brand!

#3: Give Out Freebies?

One of the most effective ways Victoria’s Secret generates some extra excitement about shopping with them is by offering freebies with a purchase. In fact, you’ll probably spot these advertisements the second you walk in the store! From cosmetic bags to flip flops, the company loves to offer an extra incentive for shopping with them. This advertising tactic is beneficial since it convinces the customer they’re getting more value out of their purchase.

Maybe you haven’t tried offering freebies to your customers, so you’re not sure where to start. The good news is there are plenty of affordable promotional items that your clients would actually use. It’s best to start by including items that add value to their lives like a cell phone wallet or grocery tote bag. Whether it’s a special gift with purchase or a surprise you throw in their next order, they’ll know you appreciate them as a customer.

#4: Host a Semi-Annual Sale

Fans of Victoria’s Secret know the best time to shop is during their semi-annual sales. Twice a year, the lingerie shop hosts a massive clearance on their out-of-season merchandise. The discounted items range from slippers to body sprays, and people across the country rush to the nearest store to get their hands on a good deal. Even smarter, the store will hype up the sale in the days or weeks leading up to the event. It amps up the anticipation and keeps their audience on the edge of their seat!

If you have a retail shop, try brainstorming ways you can hype up an annual sale. You could even include it as part of a yearly celebration such as your company anniversary or around a holiday. That way, your customers will know when to expect deep discounts! Even if you can’t offer 50% off their purchase, try offering something smaller. Your clients will appreciate it.

No matter the industry, there’s always a way to stand out from the crowd and give back to your customers. Though they’ve been around for over 40 years, Victoria’s Secret is always trying new strategies to resonate with their audience. Their success certainly didn’t happen overnight! It may take some trial and error, but by rethinking your marketing strategy and not being afraid to try new things, you’re bound for the same success.

About the author

Alyssa Mertes

Alyssa is a promo expert with over four years of experience in the industry. She is the Lead Copywriter at Quality Logo Products and has had work published for the Promotional Products Association International and the Advertising Specialty Institute.