Matalan to overhaul loyalty scheme and refresh mobile app

The fashion and home retailer is planning to replace its ‘Matalan Me Rewards’ programme with a more targeted initiative.

“We are evolving a loyalty programme that speaks more deeply to the customer around the areas that she wants the most, rather than discount alone, and we will have a new loyalty proposition in the new year” Matalan’s chief product, brand and commercial officer Sarah Welsh told Retail Week.

“Many of us as retailers have been caught in the trap of discounted loyalty programmes, and what we’ve recognised from what our customers are telling us is while incentive to purchase is valuable, it can’t be driven through discount alone.”

Welsh shared the company was currently in the process of collecting data from customers to help shape the new loyalty programme.

The loyalty overhaul will be joined by a refreshed version of Matalan’s mobile app. 

“We can see that our customers using the app are more engaged and shop more frequently, but we want to enhance that experience, so the native app’s a really exciting investment that will come in the new year,” Welsh said.

It’s not just digital launches that Matalan is gearing up to make, with the business looking to revamp a “significant” number of stores. It follows on from the 30 shop transformations the retailer made this year following a £25m investment into its bricks-and-mortar portfolio.

“Our refresh programme is in full flight and the results we’re seeing are fantastic, the customer satisfaction scores are really strong,” she said.

“We’re building in destination areas across denim, knitwear, outerwear, accessories, and we’re seeing really strong sales momentum in those stores. They’re significantly outpacing expectations and outpacing the rest of the store estates. They give us huge confidence, and there’s more to go out next year,” Welsh added.