Debenhams launches loyalty app

Debenhams has launched an iPhone app version of its Beauty Club loyalty programme.


The app is the latest of Debenhams digital initiatives designed to give customers a multi-channel offering across stores, online and mobile devices.

The transactional app allows users to collect and redeem loyalty points and also gives access to expert beauty advice, including videos from Debenhams TV, a barcode scanner and product reviews. It also offers virtual shopping services such as a perfume finder and nail varnish colour matcher.

It acts in the same way as the loyalty scheme and can replace the card version of the programme.

Simon Forster, Debenhams, says that the Beauty Club app could be the first of a number of Debenhams smartphone apps built around a specific theme.

“The point of a mobile strategy is to make things easier and it’s increasingly relevant to everything consumers do. There are other parts of the business it would make sense to launch a specific app, would be where there are natural customer groups rather than product led,” he says.

Debenhams is also planning to launch a mobile enabled website later this year to complement its portfolio of smartphone apps.

Forster adds: “You can never replicate the exact in store environment but the app joins it up. We expect customers to augment their whole experience using stores, online and apps.”

The department store chain claims it was the first high street retailer to offer its general app on all three major smartphone platforms – Nokia, Apple and Android.

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