Currys unveils first UK loyalty club in brand relaunch

currysCurrys has launched its first ever UK loyalty scheme, offering customers access to discounts and benefits, in a move that coincides with the relaunch of the business and the demise of the Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone brands.

‘Currys Perks’ is based on a rewards programme run across the retailer’s stores in the Nordics called Elkjøp Customer Club, the brand owned by parent business Currys plc.

Launched in 2017 in Sweden and rolled out to other Nordic countries in 2019, the club boasted 5.4 million members at the end of 2020, having added an 2.2 million customers last year alone. This is the equivalent to over 40% of Nordic households.

Currys Perks is based on the company’s research into what shoppers would value most from the retailer and is designed to create “customers for life”.

Benefits include deals and offers exclusive to members, monthly prizes, including tech giveaways and the chance to “win your basket”, alongside partner deals like a free three-month subscription to Apple TV.

Currys Perks will replace the existing marketing consent opt-in, with more than 9 million customers already on the Currys database being auto-enrolled into the scheme. New members can join without making a purchase.

The retailer claims the collected data and insight will allow the programme to offer personalised content all year round, making it relevant and timeless.

Currys chief operating officer Mark Allsop said: “Currys Perks is the first step in creating a game-changing loyalty programme and building more valuable relationships with our customers – this is what they look for in a world-class omnichannel retailer.

“Currently more than a third of our revenue comes from customers who have signed up to our existing direct marketing platforms, the creation of Currys Perks presents us with a huge opportunity to grow our database in a meaningful way and create customers for life.”

The major rebrand from Dixons Carphone to Currys – the brand which can trace its roots back to 1850 when bicycle maker Henry Curry opened his first business – was announced in May. It affects more than 300 stores, 13,000 staff uniforms and over 300 vehicle liveries; a new Currys website went live this week.

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