PROGRAM CARD - My Intimissimi

Program name: My Intimissimi
Distinction: three-tier Oniverse lingerie program
Brand / operator: Intimissimi (Calz Polska Sp. z o.o. on the PL market)
Family / owner: Oniverse (formerly Calzedonia Group) - the same as Calzedonia Lover, Tezenis Talent, My Intimissimi Uomo (IUMAN)
Industry: fashion and apparel
Model for the industry: no
Market: IT, PL, pan-EU (DE, FR, ES, BE, AT, PT, CH, UK, NL, CZ, SK, SE, HU, LU), US, JP, HK - PL terms (CALZ Polska Sp. z o.o.)
Related programs: Calzedonia Lover, Tezenis Talent (sister Oniverse programs); IUMAN Intimissimi Uomo (the male variant of the same card)
Status: active
Legal / time status: no restrictions; PL terms updated periodically (versions: 27.03.2024, 20.06.2025, 13.04.2026); the card is deactivated after 5 years of inactivity
Launch year: no public data (the program has operated since approx. 2010; the current 3-tier form - no official date)
Main type: tiered
Additional type: points-based
Joining cost: free
Channels: in-store / online (pl.intimissimi.com) / app (iOS, Android - Intimissimi & IUMAN)
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 4 - multi-tier, multi-market, personalization, POS and e-commerce integration, managing status thresholds and coupons
Main KPI (impact strength): basket value (high)

Descriptive sections

0. Summary

My Intimissimi is Intimissimi's multi-market loyalty program based on three statuses (Silver, Gold, Platinum). Customers earn points for purchases in stores and online, and higher statuses translate into increasingly valuable discount coupons and attractive birthday bonuses. Free shipping and returns are available to all cardholders.

1. Goals and context

The program builds loyalty in the premium lingerie and knitwear segment, increasing basket value and visit frequency. The multi-tier structure deliberately rewards higher spenders: each status upgrade raises the value of the coupon generated (PLN 50 → PLN 100), creating strong motivation to increase purchases.

2. Target group

Women (and men in the IUMAN variant) who actively buy premium lingerie and knitwear, aged 18+, who value both in-store and online shopping. The program operates globally, but in PL it is strongly integrated with the local store network.

3. Architecture and type

Registration - the customer registers in-store, on the website, or through customer service; they receive a virtual card (email, mobile wallet) and 50 welcome points at Silver status.
Earning points - 1 point is assigned for every PLN 4 spent in physical stores or online (when logged in); points are visible up to 15 days after the transaction.
Status upgrade - Silver (start) → Gold (200 pts) → Platinum (~1000 pts total; 800 pts from the Gold threshold).
Redemption for a reward - from Gold status: for every additional 200 pts the customer receives a PLN 50 coupon (Gold) or PLN 100 coupon (Platinum), valid for 30 days, with a minimum purchase of PLN 250.
Birthday bonus - in the window of ±7 days before and 21 days after the birthday: Silver earns double points, Gold gets a 15% discount, Platinum gets a 25% discount.

4. Earn & burn mechanics

Accrual: 1 pt for every PLN 4 spent (rounded down; e.g., PLN 4.99 = 1 pt); 50 welcome points at registration; possibility of double/triple points in seasonal promotions; points are accrued for purchasing a gift card, but not for paying with a gift card
Threshold and redemption: upgrade threshold: Silver → Gold = 200 pts, Gold → Platinum = 800 pts from reaching Gold (total ~1000 from the start); a coupon is issued automatically for every 200 pts at Gold status (PLN 50) or Platinum status (PLN 100), with a minimum purchase of PLN 250
Reward forms: value coupons (PLN); percentage discounts (birthday: 15% Gold / 25% Platinum); double points (birthday Silver); free standard shipping and returns for all cardholders
Point expiry: points do not expire, but reset to zero when: (a) Silver fails to reach 200 pts within 365 days - points are cleared, status remains Silver; (b) Gold fails to reach 200 pts in a year - downgrade to Silver, points cleared; (c) Platinum fails to reach 1000 pts in a year - downgrade to Gold, points cleared; the card is deactivated after 5 years of inactivity

5. Emotional value

Intimissimi builds an image of Italian luxury accessible every day. The program reinforces this narrative: distinction through status (especially Platinum) and personal birthday bonuses create a sense of being treated exceptionally. A digital card in the mobile wallet and consistent service across all stores worldwide strengthen the impression of belonging to an exclusive, global brand community.

6. Gamification

A three-tier status ladder with clear escalation of rewards (Silver < Gold < Platinum) motivates crossing successive thresholds
Annual status renegotiation creates retention pressure - the risk of downgrade mobilizes purchases during the key window
Double/triple points in seasonal campaigns activate customers outside seasonal peaks
The birthday window (28 days) as a separate event trigger increases the visit at a non-random moment

7. Differentiation

Compared with its Oniverse sisters (Calzedonia Lover - member-benefit without points, Tezenis Talent - purely points-based), My Intimissimi offers full layering: purchase amount, history, and status all count. Global reach (20+ markets) with a single card sets it apart among lingerie programs, where competition is usually limited to a single market. The coupon value rising with status (PLN 50 → PLN 100) is more transparent than the percentage discounts used by H&M Member or CCC Klub.

8. Data and personalization

Data collected at registration: email or phone (mandatory), first/last name, postal code, country (optional in-store)
Purchase history from the last 24 months available to assistants in any Intimissimi store worldwide (personalized service at the POS)
With consent: direct marketing (email, SMS, phone) and behavioral profiling (shopping habits, browsing history) - consent independent of program participation
Controller: Calz Polska Sp. z o.o. (PL); Oniverse - the parent entity

9. Technology

Intimissimi & IUMAN mobile app (iOS App Store, Google Play) with the loyalty card in the wallet
E-commerce platform Salesforce Commerce Cloud (Demandware) - the intimissimi.com site
Virtual card can be added to Apple Wallet / Google Wallet
POS → e-commerce integration: points synchronized globally, visible up to 15 days

10. Communication and lifecycle

Communication channels: transactional email (status change, coupon, birthday), newsletter (with consent), SMS (with consent)
Onboarding: email with the virtual card after registration; 50 welcome points; invitation to the app
Retention: annual pressure to maintain status; the birthday window as a visit trigger; double-points campaigns; time-limited coupon (30 days) forcing a return

11. Conclusion / inspiration for the almanac

My Intimissimi shows that a simple three-tier points scheme gains strength when the escalation of rewards is clear and concrete in amounts. The rising coupon value (PLN 50 → PLN 100) is a clear signal to the customer: "the more you spend, the more clearly we reward you" - without complicated conversion rates.

Sources: "My Intimissimi card" terms (PL backup, version 27.03.2024, available as HTML); customer service page intimissimi.com/pl/customer-service-loyalty.html; terms page intimissimi.com/pl/myintimissimi-regulation.html (with links to PDF v. 20.06.2025 and 13.04.2026); loyalty page intimissimi.com/us/customer-service-loyalty.html (EN)
Terms (link): https://www.intimissimi.com/pl/customer-service-loyalty.html
Entry compiled on: 2026-06-16

My Intimissimi