PROGRAM CARD - Tezenis Talent

Program name: Tezenis Talent
Distinction: three-tier lingerie coupon
Brand / operator: Tezenis (PL: CALZ Polska sp. z o.o.)
Family / owner: Calzedonia Group (Oniverse)
Industry: fashion and apparel
Industry benchmark: no
Market: IT, pan-EU (AT, FR, DE, IT, PT, ES, PL)
Related programs: Calzedonia Lover (Oniverse), My Intimissimi (Oniverse)
Status: active
Legal / time status: no restrictions; Calzedonia reserves the right to suspend the program at any time
Launch year: 2021
Main type: tier-based
Additional type: points-based
Enrollment cost: free
Channels: in-store / online / app
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 4
Main KPI (impact strength): basket value (medium)

Descriptive sections

0. Summary

Tezenis Talent is a digital loyalty program from the Tezenis brand operating in at least seven European countries. Customers collect points for purchases (in PL: PLN 4 = 1 point) and progress through three statuses (Beginner → Famous → Celebrity), unlocking increasingly valuable discount coupons as well as percentage discounts on status upgrades and status anniversaries.

1. Objectives and context

The program aims to increase the frequency and value of purchases through a three-status mechanism that rewards loyalty with rising coupon value. A strong mobile app with missions and challenges reinforces the digital engagement of Tezenis's young target audience.

2. Target audience

Women and men aged 18+ buying lingerie, basics, and pajamas at Tezenis - a brand positioned as young fashion, affordably priced. The program works both for in-store customers and for online and in-app purchases.

3. Architecture and type

Free registration at www.tezenis.com or in the Tezenis app - the customer automatically receives Beginner status.
For every PLN 4 spent (or EUR 1 outside PL) the customer collects 1 point, visible in their account or app.
After collecting 200 points, the customer is upgraded to Famous status; after a further 500 points (700 in total) - to Celebrity.
Every 100 points, a discount coupon is issued: PLN 25 (Beginner), PLN 40 (Famous), or PLN 50 (Celebrity), redeemable on a purchase of at least PLN 200 within 60 days.
On each status upgrade or status anniversary, additional -15% or -20% coupons are issued.

4. Earn & burn mechanics

Accrual: PLN 4 = 1 point (on in-store and online purchases); in the EUR zone: EUR 1 = 1 point; a Tezenis gift card earns points when purchased, but not when subsequently used; double/triple points during announced promotions.
Threshold and redemption: every 100 points - a discount coupon: PLN 25 (Beginner) / PLN 40 (Famous) / PLN 50 (Celebrity); coupon valid for 60 days, minimum purchase PLN 200; cannot be combined with other discounts; additional -15%/-20% coupons on a status upgrade or anniversary (min. PLN 250, 60 days).
Reward forms: amount coupons, percentage coupons, reduced shipping cost (PLN 5 for all statuses; free above PLN 140).
Point expiration: the card does not expire, but: Beginner - collecting < 200 pts within 365 days = reset of points to 0 (status remains Beginner); Famous - < 200 pts in a year = reset + return to Beginner; Celebrity - < 500 pts in a year = reset + return to Famous; card deactivation after 5 years of inactivity.

5. Emotional value

Tezenis Talent fits the brand's youthful, expressive tone: the statuses "Beginner", "Famous", "Celebrity" (in France: Artiste/Célébrité/Star) appeal to aspiration and a sense of being appreciated. Missions and challenges in the app create a sense of fun and belonging to the brand community.

6. Gamification

A three-tier status system with progression (Beginner → Famous → Celebrity) based on a visible points goal.
Missions and challenges in the Tezenis app that let users earn extra points beyond purchases.
Multiple-points promotions (2× or 3× points) announced seasonally.
A welcome contest and special challenges for new app users.
Annual point reset as a mechanism of pressure to stay active (loss aversion).

7. Differentiation

Compared with similar lingerie programs (Hunkemöller, Intimissimi), Tezenis Talent stands out with its multi-country point-conversion table and unified status logic, while also offering local coupon value (PLN/EUR). The rising coupon value for the same 100 points (PLN 25/40/50) effectively motivates customers to maintain a higher status.

8. Data and personalization

Personal e-commerce account - the same login credentials for the store and the app; integration of in-store and online purchase history.
Personal data processed on the basis of consent; privacy policy on the brand's website.
Personalization: individual notifications about status changes, discounts, and missions via the app and email; operational information (status, coupons) is mandatory and does not require marketing consent.

9. Technology

Tezenis mobile app (iOS/Android) - the main channel for managing the card, checking points, and accessing missions.
Salesforce Commerce Cloud (Demandware) e-commerce platform - visible in the URL.
Digital card in the app/online account; no physical card (electronic); in-store identification by presenting the card, giving a surname, or an email.
Multi-market backend: one card, points collected in multiple countries, benefits accrued according to the conditions of the country of purchase.

10. Communication and lifecycle

Channels: email, mobile app (push and in-app), in-store.
Onboarding: welcome email with card codes after registration; app with a welcome contest.
Retention: annual status reports, milestone coupons on upgrades, push notifications about missions and promotions; the anniversary point-expiration pressure mechanism.
Reactivation: no public data.

11. Conclusion / inspiration for the almanac

Tezenis Talent shows that even in low-budget lingerie it pays to build a three-tier program with rising coupon value - a customer in the top statuses effectively gains 50% more value from the same spending, which strongly motivates them to stay active. It is worth transferring this "constant points, growing reward" pattern to projects with a seasonal, impulsive target audience.

Sources: Tezenis Talent program terms PL (www.tezenis.com/pl/regulation_tezenis_talent.html); program page www.tezenis.com; Tezenis Instagram (@tezenis, program announcement post, 2021)
Terms (link): https://www.tezenis.com/fr/loyalty.html
Entry compiled on: 2026-06-16

Tezenis Talent