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The Perfume Shop to launch loyalty programme
16 Mar 2011

For the first time ever, The Perfume Shop is planning to launch a loyalty programme, it has been revealed.

Although the scheme does not yet have a name, it will be introduced in the second half of 2011, Marketing Week reports.

It will offer customers money-off promotions to encourage them to return to the retailer, as well as developing tailored communications with cardholders.

The Perfume Shop is the second largest retailer of fragrances in the UK after Boots.

Marketing director of the company Matt Walburn said: "We have greater market share than awareness so we want to fast forward to where people recognise us as a big retail brand."

He added that the firm has increased its investment in marketing and is "trying to be clever with it".

In the future, an online tool may be introduced that will inform cardholders when their friends and relatives' birthdays are approaching.

Earlier this month, the Ilkeston Advertiser revealed that a new loyalty card has been proposed for Erewash in Derbyshire that will give shoppers exclusive offers in certain stores.