Express launches new loyalty program

American fashion and lifestyle retailer Express is launching an innovative new points-based loyalty programme open to all of its customers throughout the United States. Inspired by customer feedback and market research, the Express Next scheme

will replace the loyalty programme that was only available to Express Credit Card holders, and has been designed to ‘meet the Express shopper's habits both in-store and online’.

Unlike most loyalty schemes, Express Next not only rewards points to shoppers buying products but also their brand interaction via social media, which means they can accumulate additional reward points just for posting about Express and its products on Twitter. The new custom-built programme also means that members don’t need to carry a reward card as all accumulated point information is managed electronically and applied to the customer's order directly from the point-of-sale.

"Express Next is a natural evolution of our loyalty program and aligned with how our customers shop and connect with our brand today. We understand what they love about the brand and designed a program that best engages and rewards them," said Jim Wright, senior vice president of marketing of Express.

"Our customer engages with us on many different levels," added Wright, "and we are now able to encourage even greater engagement and reward our customers for these deeper relationships."

Express currently operates more than 600 stores across the US, Canada and Puerto Rico, and targets the 20-30 year old customer with its women’s and men’s apparel and accessories.