Currys launches first customer loyalty scheme
Currys has launched its first customer loyalty scheme as it looks to boost customer retention and engagement.
The technology retailer said the Currys Perks scheme has been developed for customers by customers following research undertaken to help create a loyalty club that shoppers would most value. Benefits will include member discounts as well as monthly “surprises” and benefits offered by partner brands.
Going live today, the scheme will replace Currys’ existing marketing consent opt-in to enable the nine million customers already on Currys’ database to be auto enrolled. The retailer said the collected data and insight from existing customers will help the programme to offer personalised content all year round. Customers can also join by signing up at Currys stores or online at ww.currys.co.uk/perks
Mark Allsop, chief operating officer at Currys, said: “Currys Perks is the first step in creating a game-changing loyalty programme and building more valuable relationships with our customers – this is what they look for in a world-class omnichannel retailer.
“Currently more than a third of our revenue comes from customers who have signed up to our existing direct marketing platforms, the creation of Currys Perks presents us with a huge opportunity to grow our database in a meaningful way and create customers for life.”
The loyalty programme has been launched in line with the company’s rebrand which has involved Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone being brought together under one Currys brand.
Allsop added: “It is also a great way to mark the move to one brand today. Currys has been the best-known and most trusted brand in tech since it was founded in 1884 by Henry Curry. We have spent decades building relationships with our customers and Currys Perks is another step towards creating meaningful customer relationships for life.”
Currys said its customer loyalty team was able to learn from the success of the Elkjøp Customer Club in its Nordics region, which is owned by parent business Currys plc. Launched in 2017 in Sweden and rolled out to other Nordic countries in 2019, the club had 5.4 million members at the end of 2020 after adding 2.2 million customers last year.
