Witchery has axed an age-old retail tradition.
Witchery is extending its loyalty program into mobile with the launch of an app that means its 700,000 members no longer need to carry the plastic card.
The app will allow members to manage and track their rewards as well as see new season collections and offers.
Witchery head of marketing and PR Georgia Hack said the app is more about enhancing the shopping experience for customers than driving transactions.
“The reason for it is to enhance the experience. We see is as constant evolution of a CRM tool, that has shopping in-built. Mobile is an on-the-go tool, so things like geo-location service and how you use it to get people into stores is important.”
The loyalty app, which was mooted last month when Witchery unveiled its new website, will launch before the end of the month.
Witchery’s loyalty scheme launched two years ago and has 700,000 members. Almost 70 per cent of those are activity members, according to Hack, who said because it is a relatively new program it has higher engagement than other older legacy programs.