Luxury British retailer Harvey Nichols has launched its first loyalty scheme in the form of an app, eschewing the traditional card-based reward model. With a soft launch that debuted at the beginning of the month, the department store will now track the success of the scheme with a full roll out of the program scheduled for July.
Offering one point for every pound spent in the UK, in store or online, and in any UK Harvey Nichols bar or restaurant including the OXO Tower restaurant, will give Harvey Nichols shoppers the chance to truly get rewarded for their purchases. Customers will be able to move through a tiered scale of Silver, Gold, Platinum and Black levels that will allow them access to perks, from smoothies to Botox treatments, as well as vouchers that can be spent at four predetermined times across the year.
“Rewards by Harvey Nichols is uniquely different to competitors’ loyalty schemes, firstly because it’s an app, which we believe is the future of communication with our customers – instant, personalised and modern – and secondly it offers brilliant and indulgent experiences, which will help our customers be fearlessly stylish,” said Shadi Halliwell, Group Marketing and Creative Director for Harvey Nichols. “To truly reward a customer for their loyalty a brand needs to know their customer inside out and offer a range of relevant and personal rewards, from experiences to gift vouchers and surprises in-between. We want to give our customers more than just pennies for points.”
The app is available for both Apple and Android devices.