Harvey Nichols honors loyal customers with Rewards app

Harvey Nichols has cooked up a new loyalty scheme in the form of a rewards app, choosing to compensate customers via mobile technology over plastic.

Customers are able to download the new free 'Rewards' app from today onwards, with the app full launch and campaign kicking off from July 16. The reward app will give customers one point per pound spent in store or online which can be traded in for an 'indulgent' rewards of their choice. The more the customer purchases, the more extravagant and exclusive the rewards are, which range from an express manicure in store to a complimentary massage to a Champagne dinner for four at the OXO Tower.

"This is about who we are now as a store, and who we want to be. It’s a nice way of delivering what loyalty will be in the future — and getting a card out of your purse is not the future," said Shadi Halliwell, group marketing and creative director to WWD. "Customers want to be rewarded for their loyalty, and we found that customers who are loyal spend three times more than those who are not."

The app benefits are split into four levels of rewards - silver, gold, platinum and black - with each level offering a series of automatic rewards such as free gift wrapping, style concierge in store, complimentary coffee and sale previews. Customers are able to exchange points for experiences, in-stores services or vouchers every quarter.

In addition to also offering complimentary samples for all 'Rewards' customers, the app also links to the department store's Instagram channel, offers updates on new products, promotions and exclusive launches and will eventually link to in-store beacons. Customers can either scan their member ID barcode when making a purchase, or scan their receipt after a purchase is made to collect their points, making the need for a physical card redundant.

The new loyalty scheme applies to all of Harvey Nichols stores in the UK, including food, beauty, grooming and the department store's group OXO Tower Restaurant in London, with the aim of eventually rolling the app out to its international stores as well.