Poundland’s new Perks app quickly became the top free app on app stores, signalling strong customer interest in its rewards programme.
- Launched last week, the app offers over 100 exclusive deals, a point-based earning system, and a unique gamification feature called ‘Spin to Win’.
- The app’s initial testing phase began a year ago, allowing the company to refine its offerings based on customer feedback.
- Customer engagement doubled with the introduction of gamification, and the app saw 300,000 sign-ups in one day post-launch.
- Poundland’s digital transformation continues with data-driven strategies aimed at enhancing customer experience and exploring future digital opportunities.
Poundland, known for its value-driven retail approach, has introduced a new rewards app, Perks, which ascended to the top of the download charts within 24 hours of its release. This marks the retailer’s entry into the competitive loyalty program market, following significant market analysis and customer research to tailor its offerings.
The app incorporates three main features: exclusive deals, a points system for purchases, and a gamification component named ‘Spin to Win’, enabling users to win various prizes. This initiative reflects Poundland’s strategy to enhance shopping enjoyment and value, as emphasised by Tom Hill, the retailer’s director of digital.
Having been in a testing phase for a year, the app underwent refinements based on consumer feedback gathered from pilot trials in the Isle of Wight and Northern Ireland. These trials allowed Poundland to adjust its offerings and integrate gamification, which significantly boosted user engagement, particularly on Wednesdays.
The full-scale launch across the UK included Scotland in June, culminating in a nationwide release that attracted over 300,000 users in a single day. The app provides around 100 offers at any time, updated bi-weekly, featuring discounts on popular household brands. Despite these discounts, the emphasis remains on delivering additional value rather than introducing member-specific pricing.
Poundland has leveraged its recent digital strides, including the acquisition of Poundshop.com, to further its ecommerce and data collection capabilities. This transition allows the retailer to gain insights into customer purchasing behaviours, informing inventory decisions and enhancing relevance in product offerings.
Emma Collins, Poundland’s head of digital loyalty, underscores the importance of continuous improvement, acknowledging the dynamic nature of customer loyalty and the potential partnerships with organisations like Blue Light Card to add further value to the app.
Poundland’s foray into digital loyalty through its Perks app demonstrates its commitment to enhancing customer value and engagement.
