Thursday, February 21, 2019

M&S joins the digital loyalty card revolution


Marks & Spencer this week announced, that it will be trialling the use of a digital ‘coffee stamp card app‘ in 58 of its Hot Food on the Move and Cafés in the Greater London area. The fundamental principle is the same as a paper loyalty card but with the hassle of scrabbling around in your purse or wallet removed.

The ‘M&S Barista‘ app has been launched in partnership with consumer digital engagement specialists Eagle Eye Solutions.

Notifications will help remind customers when their stamp card is nearing completion, in theory making them more likely to redeem their complimentary coffee. Customers with one stamp to go will be sent an offer to encourage them to collect the final stamp.

The ‘M&S Barista‘ app continues a tradition of personalisation for the multinational retailer. Mathew Legge, Senior Marketing Manager at M&S commented:

“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 Cafés will further help us meet those aims, whilst rewarding our customers for their loyalty.”

Eagle Eye also works with retailers such as Aurora Fashion, Greggs, Tesco and Thomas Pink in the UK and is looking to expand into the US. In an environment where price-matching is commonplace among retailers, loyalty card apps will likely become a fixture as brands seek to maintain customer loyalty.

Phillip Blundell, CEO of Eagle Eye Solutions, who spoke to Retail Gazette last month added:

“Following our previous collaboration with M&S on the ‘My Offers‘ section of the ‘My M&S‘ app, we are delighted to be working with them once again.” He added that he hoped the ‘M&S barista app‘ would “enable M&S to stay ahead of the competition and deliver personalised, relevant and engaging rewards to their customers.”


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