Brands are increasingly thinking mobile-first when creating and growing customer loyalty. The news earlier this month that upmarket retailer Harvey Nichols is launching a loyalty scheme exclusively as a mobile app is a significant statement about the rising power of digital and mobile at the expense of traditional plastic cards.
Speaking to Marketing Week, Harvey Nichols’ head of digital marketing Kerem Atasoy said the launch was based on research with customers that showed 80% preferred a mobile app to a plastic card. The retailer had decided that people “don’t need another piece of plastic in their wallets”.
The move has thrown Read full story ›
Source: Marketing Week
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