M&S trials digital loyalty app
Marks and Spencer (M&S) is trialling a digital loyalty app in cafes across Greater London.
The ‘M&S Barista’ app has replaced the current paper coffee stamp card issued to 'Hot Food on the Move' café customers.Offers and reminders to claim stamps are sent via push notificantions, while the app also feeds the retailer's CRM and POS platforms.
Users receive reminders that they can receive a free drink following when their card is complete. Additionally, when a customer’s card is nearing completion they will be sent an offer to encourage them to go into store and collect the last stamp.
Mathew Legge, senior marketing manager at M&S explained: “We are focused on providing our customers with excellent quality, value for money and convenience. The trial of a digital loyalty card in our Hot Food on the Move and Cafes will further help us meet those aims, whilst rewarding our customers for their loyalty.”
The retailer worked with Eagle Eye Solutions on the project, having previously collaborated with M&S on the ‘My Offers’ section of the ‘My M&S’ application
The agency’s CEO Phillip Blundell said the app “will help M&S say ahead of the competition”
“Digital stamp cards are one of the simplest ways through which businesses can drive loyalty and increase visit frequency. For M&S this trial will not only strengthen customer loyalty, it will also help them to stay one step ahead of competitors in the food-on-the-go market,” he added.