Paperchase has launched its first loyalty card for the UK market, following a trial in Scotland.

Called 'Treat Me', the new loyalty programme does not follow a traditional point-collection format, but instead provides customers with additional benefits such as free click & collect when they spend £10 or more and £5 off purchases on their birthdays.

The Treat Me scheme is free to join and can be used in all Paperchase's high street and shopping centre stores, but not in the retailer's concessions. Many of the 'treats' have an expiry date, and one would presume these have been added to encourage redemption and boost repeat customer visits.

Customers can view the special deals they have received by signing into their online loyalty accounts, where they may also receive 'bonus treats' that will be issued on an ad hoc basis.

A further sign-up incentive to sign up to the rewards programme will see new members receive 15% of their next purchase in-store or online.

The loyalty scheme was developed by Paperchase, in association with PMC and RedBox digital.

Paperchase chief financial and operating officer David Bateman recently told delegates at the London Stationery Show that the loyalty scheme will help boost the retailer's wider digital marketing capabilities. Using customer data to personalise email messages based on previous purchase history is in the pipeline for later this year, and analysing the behaviour of card holders may help shape this strategy.

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PMC

RedBox Digital