Membership schemes promise a wide range of benefits to those who sign up – from discounts at supermarket tills to a free upgrade on a flight – but what motivates young Britons to join a club or loyalty programme? Do they simply care about freebies are they after something more meaningful?

Apple and Burberry are launching the R Message app, which allows store associates to message select customers with personalised recommendations and individualised support. With a desire among luxury shoppers to stay ahead of the curve, brands can adapt by harnessing the benefits of digital.

Luxury travellers want more than just visits to the usual hot-spots – they’re seeking bespoke experiences that can’t be replicated by anyone else. The Luminary Experiences is one brand looking to meet this need by matching travellers with celebrity ‘guides’ in destinations around the world.

The super-rich elite are an ever-expanding set, and they're increasingly female. While the wealth that defines them as such may stay the same, their preferences and values are changing. As a new generation cashes in at the bank, what are they prioritizing, and how should brands respond?