HoF revamps loyalty card scheme

House of Fraser has introduced a dual loyalty card scheme to target store card users, along with occasional shoppers, with a points-based scheme linked to store vouchers and Air Miles.

Additional financial services, including an own-brand credit card, are being considered as part of a partnership venture with GE Consumer Finance (GECF).

More than a million House of Fraser customers have been mailed the new Recognition cards. The traditional store card offer, with credit facility, has been replaced by the Recognition FraserCard. A simple Recognition card - which operates like a Boots advantage card and has no credit facility - has been introduced.

GECF client director Seamus Smith said Recognition is a more 'inclusive' offer and offers all customers sought-after deals.

'House of Fraser has a very powerful customer proposition,' said Smith.

'They are upmarket and aspirational shoppers and we found cash and Air Miles were the rewards that appealed to them most.'

The scheme offers the department store group new marketing opportunities in the shape of double and triple points store events throughout the year.

Recognition has a simple points-accumulator structure, with the opportunity to convert store redemption coupons into Air Miles at the end of each quarter.

The Recognition Frasercard offers three points per pound spent, while Recognition offers two. Every£5 voucher is worth 30 Air Miles.