Argos plans loyalty shift to smartcard

Argos Premier Points, one of the biggest loyalty reward schemes in the UK, will be transformed into a smartcard later this year.

To date, Premier Points has not captured data on users, prompting critics to dub it an electronic version of Green Shield stamps.

But from this autumn, Argos, BP and Somerfield customers will be asked to register for a smart scheme which would be run in a similar way to the Tesco Clubcard.

The scheme will be handled by BP’s below-the-line agency, Purchasepoint. Purchasepoint director Arni Wookey says: “The card will still be targeting high-mileage drivers and those who have a high consumption value on site.”

He says it has not been decided exactly how the data will be used, but it will not replicate the Shell Smart card. Wookey adds: “We are talking about petrol here. People do not feel an affinity with petrol.”

BP recently launched a new-look Premier Points card carrying the joint branding of BP and Mobil.


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