Here’s how Match.com is targeting wealthy women without overspending

This article originally appeared on TIME.com.

In 2012, Match.com launched a new feature called Match’s Loyalty Rewards program, and crucially, targeted loyalty toward women.

The program offered 5% to 10% discounts on eligible products from popular brands like Louis Vuitton, Bottega Veneta, and Tory Burch. Dating sites typically offer gift cards as a way to inspire new memberships and acquire new members. But the 5% discount on luxury items was a unique way to reach women whose first wish—beyond that of indulging in a little retail therapy—was to buy some more stuff.

Right, but it was expensive.

The program has proved to be the most successful in Match’s history, with 1.8 million active members to date and a robust segment of women aged 25 to 44. In June 2018, Match introduced personalized commercial messages via email, Facebook and Instagram targeting single women and older singles.

This piece first ran on TIME.com

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