Upmarket department store Harvey Nichols is revamping its loyalty scheme as part of what it describes as an “ongoing transformation”, to launch a new visual identity, revised tier structure and greater rewards.
Set to roll out later this month, move comes just three years after the last overhaul, which saw “Rewards by Harvey Nichols” axed and replaced by “Harvey Nichols Rewards”.
At the time, the retailer brought in instant rewards, with a range of personalised benefits and an increased cash back offer for members. In the new-look programme, Harvey Nichols said it will replace selectable rewards with fixed benefits at each tier, “designed to deliver a clearer and more consistent experience”.
Under the new structure, entry-level Tier 1 members will earn two points for every £1 spent, doubling the previous reward rate and allowing customers to be better rewarded from the start of their membership. Higher tiers will also feature defined benefits, though full details have yet to be confirmed.
The retailer, which has eight stores in the UK and Ireland, including its flagship in London’s Knightsbridge, and six overseas, insists the update is designed to reflect changing customer shopping habits.
Back in 2024, the company confirmed it had suffered a data breach, with customers’ people’s names, postal addresses, phone numbers, company names, and email addresses compromised.
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