The Perfume Shop is to go live with its loyalty scheme in September and hopes at least half of its 5 million existing customers will have signed up within four years.

The Rewards Card gives shoppers one point for every £1 spent in stores or online. Once shoppers reach 100 points they then receive a £5 off voucher to spend in store.

The Perfume Shop head of marketing Matt Walburn said: “We estimate that our average customer shops twice with us a year but three times with the category. The Rewards card will hopefully ensure they come back for that third time.”

He added: “Our customers like our stores and prices but they also want to be able to collect points, like they can do at Boots.”

The scheme will be marketed in-store and via email. Its Facebook fans will also be invited to sign up. Customers will be given 10 free points when they activate the card.

Data will be collected on card holders and The Perfume Shop, owned by AS Watson, will send reminders of friend or partner birthdays, and details of special offers.

Walburn said the card had been designed to be unisex as The Perfume Shop has a 50:50 split of male to female customers.

The retailer is also trialling free home delivery on in-store orders.

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