The latest loyalty program benefit is members-only product access

In a bid to win the loyalty of shoppers, more brands are dangling members-only access to new or exclusive merchandise. Streetwear apparel retailer Kith launched a three-tiered loyalty program late last month that features incentives like exclusive access to custom products and new items. In November, accessories retailer Claire’s relaunched its loyalty program, which now touts VIP access to new items and collection launches.