PROGRAM CARD - Club WOW

Program name: Club WOW
Distinction: cashback across Tendam's lingerie brands
Brand / operator: Women'secret (Tendam Retail, S.A.)
Family / owner: Tendam Group (Cortefiel, Springfield, Pedro del Hierro, Women'secret, Dash and Stars, Hi&Bye)
Industry: fashion and apparel
Model for the industry: no
Market: ES, PT (Spain, Portugal; franchise stores in further countries)
Related programs: Dash and Stars Club WOW, Hi&Bye Club WOW - sister Tendam brands covered by the same program; WowMoney can be earned and used across all three brands
Status: active
Legal / time status: no restrictions
Launch year: no public data
Main type: cashback
Additional type: tiered (two tiers: WOW / WowPremium)
Enrollment cost: free
Channels: in-store, online, mobile app
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

Club WOW is a free Women'secret (Tendam) loyalty program based on a cashback mechanic: for every purchase, the member receives 5% of the transaction value as WowMoney (credit to be used on subsequent purchases). With spending ≥120 EUR in the previous period, the member is promoted to the WowPremium tier and earns 7%. The program operates in physical stores, online, and via the mobile app in Spain and Portugal.

1. Objectives and context

The program aims to increase purchase frequency across all Tendam brands through a transparent cash-return mechanism. Secondary objectives include collecting purchase data and marketing consents needed to personalize offers, as well as growing the mobile app user base (MGM works exclusively through the app).

2. Target group

Women who regularly buy lingerie, sleepwear, and swimwear from Women'secret, Dash and Stars, and Hi&Bye - primarily in the Spanish and Portuguese markets; the program is clearly oriented toward mobile app users.

3. Architecture and type

Free registration: in a physical store, on womensecret.com, or via the mobile app.
WowMoney accrual: each purchase generates 5% of the gross value as a WowMoney balance (WowPremium: 7%). The balance is visible in the member zone in the app and on the website.
Automatic promotion to WowPremium: reaching ≥120 EUR in spending in the previous billing period (ES/PT) grants the higher tier for the next period (outside the terms).
Redemption: the member selects WowMoney at checkout or in the cart; the entire balance is deducted in one go from a purchase worth ≥ the active balance.
Expiration: WowMoney is valid for 6 months from the first purchase or from the last use (outside the terms).

4. Earn & burn mechanics

Accrual: 5% of the gross purchase value as WowMoney (WOW tier); 7% (WowPremium tier) (outside the terms)
Threshold and redemption: no minimum accumulation threshold; one-time deduction of the entire balance from a purchase worth ≥ the WowMoney balance; gift cards do not generate WowMoney for the recipient (outside the terms)
Reward forms: WowMoney balance = direct discount at checkout / in the cart; birthday gift; preferential delivery terms (ES: delivery for 1 EUR with no minimum, free from 30 EUR) (outside the terms)
Point expiration: 6 months from the first purchase or from the last use of WowMoney (outside the terms)

5. Emotional value

The program builds a "community of women" narrative around the Women'secret brand - communication emphasizes exclusivity, sisterhood, and early access to new arrivals. A birthday gift and personalized special offers in the member zone strengthen the emotional bond beyond mere cashback calculation.

6. Gamification

Two tiers (WOW → WowPremium, 120 EUR threshold) create motivation to increase spending
WOWFRIENDS (MGM): inviting a new member through the app = 2 EUR for the referrer + 6 EUR off the first transaction for the invitee (≥10 EUR purchase); activated through recurring campaigns
Early access to new collections and exclusive content as a reward for activity in the program

7. Differentiation

Club WOW integrates three Tendam brands (Women'secret, Dash and Stars, Hi&Bye) in a single cashback program, which is rare in the lingerie segment. A simple proportional 5-7% mechanic with no points and no complicated conversion rates sets it apart from competitors using classic points-based or multi-tier systems.

8. Data and personalization

Data collected: purchase history across all Tendam channels and brands, demographic data at registration, app activity
Consents: marketing and profiling consents collected at registration; privacy policy available at clubwow.womensecret.com/politica-privacidad/
Personalization: special offers and WowMoney visible in the member zone; push/email/SMS communication tailored to purchase activity

9. Technology

Women'secret mobile app (iOS/Android) as the program's main channel and the only MGM path
E-commerce platform: Salesforce Commerce Cloud (Demandware) - visible in the URL structure of womensecret.com
Integration with in-store POS; the club also covers the dashandstars.com and Hi&Bye e-commerce sites

10. Communication and lifecycle

Channels: in-app push, email, SMS, member zone on the website and in the app
Onboarding: registration at checkout, on the website, or via the app; in MGM campaigns a new member receives 6 EUR off their first transaction
Retention: WOWFRIENDS campaigns, special member promos, automatic WowPremium promotion as an incentive to maintain the spending level

11. Conclusion / inspiration for the almanac

Club WOW shows that a simple cashback (5-7%) with a single status threshold and integration of several group brands can effectively raise purchase frequency without the need to build complicated points-based systems - a model worth considering when designing a program for a group of brands with a similar customer profile.

Sources: womensecret.com/es/es/club-wow; clubwow.womensecret.com (premium, privacy policy); womensecret.com/es/es/promotions-club.html (MGM legal bases); muestrasgratisychollos.com (mechanics description 2025)
Terms (link): https://womensecret.com/es/es/promotions-club.html
Entry compiled on: 2026-06-16

Club WOW