Majestic Wine has launched its first digital loyalty programme alongside a new smartphone app.

The specialist wine retailer’s new app allows shoppers to earn points across purchases made in stores, online, through the app and via its Wine Club and Lock It In subscription services.

Customers will earn one point for every £1 spent, while those downloading the app and signing into or creating a Majestic account will receive 50 points to get started.

Points can then be exchanged through the app for free products in stores once shoppers reach reward thresholds of 100, 200, 400, 800 or 1,600 points.

Rewards range from bottles within Majestic’s Guv’nor range through to premium wines and Champagne, including E. Guigal Châteauneuf-du-Pape and Lanson Le Black Création Brut.

It has also introduced a digital loyalty card within the app, which customers can scan at the checkout or save to their smartphone wallet.

Majestic managing director Elizabeth Newman said the retailer was looking for new ways to recognise its “loyal, knowledgeable and highly engaged” customer base, with the scheme designed to reward shoppers regardless of how they choose to buy from the business.

Majestic steps up digital investment

The app also allows customers to create wishlists, save tasting notes and ratings, and check stock at their nearest Majestic store.

Its Shop Local service has also been integrated into the platform, allowing customers to view local stock in real time and order for next-day delivery or click-and-collect in as little as four hours.

Shop Local now accounts for more than half of all orders made through Majestic’s website.

The wine specialist said it plans to continue investing in and expanding the app ahead of the Christmas trading period and over the coming years.

The app is now available across Apple and Android devices.

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