Monsoon app slashes direct mail

Womenswear retailer Monsoon is cutting its use of direct mail to loyalty scheme members by launching an app version of its Reward Card, claimed to be the first in UK fashion retail.
Developed by retail loyalty specialist Ikano Financial Services, the app allows customers to use their mobile phones to join the scheme or register existing accounts, receive alerts for app-only promotions, check their latest reward balance and update personal details.
The app also enables customers to find their nearest Monsoon store by providing a list of stores within a 3-mile radius.
The app is free for customers to download and works across multiple smartphone platforms including iPhone, Android, Blackberry, Windows 7 and mobile web.
Monsoon Accessorize e-commerce & multi-channel marketing director Joe Irons said: “As well as being convenient for customers by allowing them to manage their Reward Card on the move, the app will allow them instant access to their balance and transactions as well as our latest exclusive offers.
“It means that they will now never be without their Reward Card, as their smartphones will now be their loyalty tokens.”
Monsoon said the loyalty app will help it to reduce operational costs for the loyalty scheme, enabling the retailer to invest the savings back into its customer experience.
Lindsey Ulanowsky, head of client services and marketing at Ikano, said: “As well as the savings on the production of plastic cards and the costs associated with direct mail, the app enables more Reward options and flexibility to both Monsoon and its customers. It will also increase social engagement through its links to Twitter and Facebook and drive footfall via its geo location functionality.”
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