Poundland has launched its new loyalty app, Perks, which quickly topped app download charts.
- The Perks app offers exclusive member deals, points for purchases, and prizes via a ‘spin to win’ feature.
- Poundland’s digital director highlights the app’s strong debut, emphasising fun and value in shopping.
- The app was rigorously tested over a year to optimise its offerings based on customer feedback.
- Poundland is expanding its digital footprint, leveraging customer data for targeted improvements.
Poundland recently released its loyalty app, Perks, marking a significant step in its digital evolution. Within 24 hours, the application reached the top of the free download charts on both the Apple App Store and Google Play, highlighting consumer interest and engagement. The app includes exclusive deals, a points-based reward system, and a ‘spin to win’ game. This move positions Poundland among the first multi-variety discount retailers to venture into loyalty programmes.
Digital Director Tom Hill conveyed optimism about the app’s initial success. The initiative aims to enhance shopping experiences with the promise of increased enjoyment and value. Hill acknowledged that although Poundland was not the first retailer to introduce a loyalty scheme, it had ample time to scrutinise market trends and consumer preferences. This enabled them to tailor Perks for maximum customer satisfaction.
The development journey of the Perks app was deliberate and data-driven. Originally tested as ‘MyPoundland’, the app underwent trials on the Isle of Wight over a year. This testing phase initially involved limited offers, which were expanded after analysing customer interactions and feedback. The gamification aspect, particularly the ‘spin to win’, significantly boosted user engagement, prompting its inclusion in the wider rollout.
Since its initial debut on the Isle of Wight, the app was subsequently introduced in Northern Ireland and Scotland before its nationwide release. The positive reception was evident when over 300,000 users registered in a single day. The app typically features around 100 offers, updated bi-weekly, significantly enriching the shopping experience with discounts on various household brands.
Emma Collins, head of digital loyalty and engagement, emphasised the app’s evolving nature. Poundland aims to continuously refine the app based on user experience improvements and potential partnerships. The broader digital strategy, including previous e-commerce advancements, supports a comprehensive understanding of customer behaviour, vital for refining product offerings and enhancing shopper satisfaction.
Poundland’s commitment to digital transformation is clearly demonstrated in its innovative approach to customer engagement with the Perks app.
