Harvey Nichols launches state-of-the-art loyalty app
Luxury department store Harvey Nichols has launched a new loyalty programme and app.
The Rewards by Harvey Nichols scheme will reward customers every time they shop by giving them one point for every pound spent in the UK, in store or online, and in any UK Harvey Nichols bar or restaurant, which includes the OXO Tower.
Open to all customers, benefits will be offered from the first day of joining and can be used in store every time a customer visits. Rewards will range from a simple smoothie to Botox or a Champagne dinner for four at the OXO Tower. They will also include vouchers to spend in store four times a year.
The brand said it chose to develop an app instead of offering a traditional loyalty card after its research showed that over 80% of its customers preferred an app rather than another card in their wallet.
Shadi Halliwell, group marketing and creative director at Harvey Nichols, said: “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. 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.”
Four different customer tiers will be available: Silver, Gold, Platinum and Black. Customers will be assigned a tier on joining according to their spend. In addition to rewards, each tier will offer its own set of benefits which will include services such as gift wrapping, express alterations and at-home styling.
Rewards will be issued four times a year based on the previous quarter’s points total. Customers will have one choice of reward per quarter with the first rewards issued in September.
Members will redeem their rewards by presenting their member ID barcode at the till. To add points, they will show their member ID barcode at the till or scan in their receipt.
Harvey Nichols said it will also be surprising its loyal customers with “treats” throughout the year, including discount days, double points days, secret sales and sale previews, as well as exclusive event invitations.
Rewards by Harvey Nichols was designed in collaboration with digital product design studio, Ustwo.
