Luxury Brands Cross Industry Lines for Loyalty Collaborations

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Being seen in the same room, or more likely same Instagram post, can simultaneously give a legacy brand a boost in its cool factor or add legitimacy for a new player. An interesting partnership we recently came across is that between Audi’s relatively new loyalty program Audi Preferred Benefits and premium luggage company Arlo Skye. Both are just one year old, and their collaboration lends something to each.

“We wanted to expand our relationship with our owners beyond just their vehicles, so we developed a program that rewards loyalty and engages with them and their interests,” explains Nancy Chesley, director of relationship marketing at Audi of America.

The luxury space was once firmly separated into its different camps: Watches and perfume on one side, luxury safaris through Nairobi on the other. Those silos are breaking down, as we often cover at Skift, and luxury brands are reaching outside their sector in search of brands with a similar ideology and affluent customer base.

An interesting partnership we recently came across is that between Audi’s relatively new loyalty program Audi Preferred Benefits and premium luggage company Arlo Skye. Both are just one year old, and their collaboration lends something to each.