Aimia trials multi-loyalty card app

Aimia, the firm behind the Nectar programme, is launching trials of a new mobile app which will enable users to keep all of their loyalty cards – including Nectar rivals such as Tesco Clubcard and Boots Advantage card – on their smartphone.
The Cardtrix app is being tested in Ireland, due to the level of penetration of loyalty programmes the country, widespread smartphone use in the Irish market and a culture which is seen as receptive to technological change.
The trial supports the loyalty programmes of 13 major retailers and companies operating in Ireland, including Tesco, Dunnes Stores, Boots, SuperValu, Brown Thomas, Eason’s, Arnotts, Debenhams, Nandos, Costa Coffee, Topaz, Applegreen and the Intercontinental Hotel Group.
Cardtrix allows users to add their existing loyalty cards and apply for new ones with just a few clicks, eliminating the need to carry lots of plastic cards around, according to Aimia vice-president Fiachra Woodman.
“I got the idea after talking to mums at my kids’ school, asking them what they wanted from loyalty programmes. They said less emails and less offers. They are bombarded with offers, but would rather fewer, better offers.”
When shopping, app users just show the app on their smartphone at the checkout and scan the barcode to claim the points and rewards. Consumers will also have instant visibility of the points and rewards they earn from shopping.
Woodman added: “Ultimately, consumers want less email, less hassle, fewer cards, fewer but better offers, plain English and to earn points wherever they shop.”