Harrods appoints ICLP for first loyalty scheme

by Jennifer Whitehead, Brand Republic 10-Oct-06, 07:00

LONDON - Harrods has appointed ICLP to run its first loyalty scheme, Harrods Rewards.

The Harrods Rewards scheme will reward people based on the amount they spend in the Knightsbridge store, as well as online and at airport outlets each year.

There are four levels of benefits. For the first two levels, customers will receive one point for each pound spent. This goes up to two points a pound and three points a pound for the top level.

All customers will receive £5 to spend in store for each 500 points accrued. This means that if a customer spends £10,000 they will earn 15,000 points, which equates to £150 to spend at Harrods.

The initial membership base comprises 90,000 members who have been migrated from the GE Capital Card. Harrods has a target of 1m members over the next three years, according to its CRM controller Jose Majluf.

Majluf said: "Launching Harrods Rewards is an integral part of our CRM strategy. It gives us the opportunity to understand our customers and their spending behaviour. This will be achieved by providing compelling reasons to join, remain engaged and actively participate in the programme."

ICLP's role is to provide the loyalty points engine and services for members. It will also handle member enquiries via its in-house contact centre and provide the fulfilment processes for the programme.

Customers will be invited to join the programme in-store or online following their transaction. The launch will also be supported by a direct mail campaign and in-store marketing materials also produced by ICLP, in partnership with Harrods.

ICLP's other clients include Star Alliance, Visa International and Mandarin Oriental Hotels.

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