Poundland introduces its new ‘Perks’ loyalty app, revolutionizing its digital presence.
- The app swiftly climbed to the top of download charts post-launch.
- Poundland Perks offers exclusive deals, point collection, and ‘spin-to-win’ prizes.
- The loyalty scheme has been extensively tested and refined before full release.
- With over 300,000 signups, the app has proven highly successful among customers.
Poundland recently launched its ‘Perks’ loyalty app, marking a major milestone in its digital journey. The app quickly achieved top position on both Apple App Store and Google Play after its initial release. This success illustrates the strong demand for a comprehensive loyalty program in the discount retail sector, something Poundland had previously not offered.
The ‘Perks’ app provides customers with a range of benefits designed to enhance their shopping experience. This includes access to up to 100 exclusive deals, opportunities to collect points on purchases for vouchers, and a gamified ‘spin to win’ feature for additional prizes. According to Tom Hill, Director of Digital, the app aims to make shopping more fun and valuable for customers.
Poundland has been strategic in the app’s development, conducting trials and customer research to shape its offerings. Initially piloted as ‘MyPoundland’, the app underwent extensive testing on the Isle of Wight and later across Northern Ireland, which helped refine its features, notably the introduction of gamification which doubled customer engagement.
Emma Collins, Head of Digital Loyalty, emphasized the importance of gamification in differentiating Poundland’s offering from competitors. The company engaged both customers and suppliers to ensure a robust and appealing rewards proposition, updating offers bi-weekly to maintain relevance.
The uptake has been remarkable, with more than 300,000 customers signing up on the launch day alone. This reflects the app’s appeal and the value of its offerings, such as discounts on well-known products like Domestos and Lynx, although Hill stresses it’s not merely ‘members pricing’.
The app launch aligns with Poundland’s digital aspirations following its ecommerce relaunch post-2022 acquisition of Poundshop.com. Hill notes the loyalty program as a tool to gather customer insights, enhancing offerings based on shopping trends and preferences.
While exploring future integrations such as a partnership with Blue Light Card, Poundland aims to continuously innovate within its digital space, though presently focusing on the ‘Perks’ rollout. Hill acknowledges other digital enhancements are prioritized over concepts like click and collect.
Poundland’s introduction of the ‘Perks’ app signifies a significant stride in its ongoing digital evolution, promising enhanced customer experiences.