Lakeland loyalty club woos members with charity tie-up

mylakelandKitchenware retailer Lakeland has taken a leaf out the Co-op’s book with the launch of its first loyalty scheme which not only rewards customers but also helps generate money for the retailer’s chosen charities.
The myLakeland club is free to join in-store or online. Upon joining, customers will receive their welcome pack with full details of everything the club has to offer as well as a voucher for 10% discount on their next shop.
Customers will also be rewarded with regular offer packs, containing money-off vouchers for use against products from Lakeland’s range, which can be redeemed both in store and online.
In addition, every time a customer shops with Lakeland and uses their myLakeland card, they will help generate money for charities, including Shelter and The Trussell Trust.
Members will also receive invitations to exclusive events such as sneak previews of new product launches, sales and in store demonstrations as well as having access to discounts and offers from Lakeland’s partners including ICSA Accredited Cookery Schools, Greatest British GourmetXperiences, Hello Fresh ingredients delivery service, Naked Wines and Cottages.com.
It is not known whether the scheme is being handled in-house or through a third-party supplier. St Luke’s was appointed to run the retailer’s ad account in 2016.
Lakeland head of loyalty Steve Hoban said: “We’ve been meticulously planning the launch of the club and myLakeland will enable us to offer our loyal customers special treats and rewards in return for their custom. It’s a new chapter in the Lakeland journey.”
Back in 2016, the Co-op relaunched its loyalty scheme as part of plans to give £100m a year back to members and communities. As part of the “five in one” loyalty revamp, members receive a 5% reward for any purchase they make of Co-op own brand products and services, with a further 1% directly benefiting local causes.

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