Charli XCX’s Times Square performance was also a loyalty event for H&M.

Charli XCX’s Times Square performance was also a loyalty event for H&M. Charli XCX held a surprise pop-up show in Times Square this past week, but loyalty members at H&M got the heads up early. A few lucky loyalists even got it made into a fully paid-for trip as a sweepstakes win. This is one way the brand is leaning into “non-transactional benefits” of being a loyalty member at a company—think more experiences and less birthday discounts. The show was also positioned to get the brand attention in NYC specifically, as its Time Square shop is set to re-open today. (Glossy)

📊 YPulse data: 56% of 13-39-year-olds currently belong to loyalty or rewards programs