Harrods hires ICLP to roll out loyalty scheme

Harrods has appointed loyalty management agency ICLP to underpin its new in-store rewards scheme.

The department store is rolling out Harrods Rewards with the intention of signing up 1 million members over the next three years. Customers will be invited to join in store or online following a purchase. The Harrods database already holds 90,000 customers from an existing scheme run in conjunction with GE Capital Card.

ICLP will handle loyalty points management and provide customer membership services, including a contact centre team. It is also devising a direct mail campaign and in-store work in partnership with the retailer.

Jose Majluf, CRM controller at Harrods, says: “Launching Harrods Rewards is an integral part of our strategy, giving us the opportunity to understand our customers and their spending behaviour. Loyalty should be rewarded.”

Gillian Epps, client services director of ICLP, adds: “The scheme will allow us to intelligently gather transaction and profile data to target appropriate communications, at the right time, to a high-profile member base.”

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