Lincoln wanted to evolve its traditional points-based loyalty program into a premium, emotionally resonant platform that reflected the brand’s ethos of quiet luxury.

KRo partnered with Lincoln to reimagine Lincoln Access Rewards (LAR) as a curated lifestyle ecosystem that offered differentiated experiences for Premier, Reserve, and Black Label members. Each quarter, KRo led strategic ideation sessions—mapping member aspirations, proposing new reward concepts, and aligning themes such as wellness, culinary exploration, and travel with Lincoln’s brand values. Once concepts were approved, KRo sourced and onboarded partner brands, negotiated terms, developed reward listings, managed inventory, and oversaw all member communications.

A dedicated concierge team delivered white-glove fulfilment, coordinating personalized itineraries, special requests, and post-experience follow-up to ensure every redemption felt seamless and elevated. The program introduced standout rewards including digital detox retreats, bespoke road trip getaways, and luxury mountain escapes with partners like the Stein Collection, each designed to deepen emotional engagement and reinforce Lincoln as a lifestyle brand, not just an automaker. Over time, this transformation helped increase member satisfaction, strengthen brand perception, and position Lincoln Access Rewards as a true competitive differentiator in the luxury automotive category.