Department store Harvey Nichols has decided to use an app for its first loyalty scheme, as opposed to the traditional loyalty card.

Harvey Nichols has launched its first loyatly scheme

  • Customers will be able to redeem rewards each quarter
  • Rewards include botox and meal at the Oxo Tower
  • The loyalty app is available on Apple and Android devices

Customers who join the scheme will earn a point for every £1 they spend in-store which they can use to unlock “spectacular rewards”.

Rewards begin with a smoothie or botox and scale up to a champagne dinner for four at the Oxo Tower.

Loyalty scheme members will also receive vouchers to spend in-store and will receive their rewards four times a year based on their previous quarter’s points total.

Harvey Nichols has opted for an app over a loyalty card after carrying out research that found more than 80% of their customers preferred an app over “another card in their wallet”.

Harvey Nichols group marketing and creative director Shadi Halliwell said: “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.”

Surprise rewards

Each quarter customers will be grouped into a silver, gold, platinum or black tier based on their spend.

Customers will be able to choose one reward per quarter and the first rewards will be issued in September.

In order to claim their points customers will need to present their member ID barcode at the till or scan their receipts using the app on their device.

Customers will also be rewarded with surprises including double points, secret sales and exclusive event invitations.

The app is available on Android and Apple devices.