is bringing customer loyalty to the flash sales sector.
Customers of the private members fashion and homewares site will be able to collect points through purchases on the site and redeem them against future buys. And at five points for every pound spent, and a £5 voucher for every 500 points earned, the scheme is a relatively generous one.
“The decision to offer a loyalty scheme was made in response to extensive marketing research and customer feedback,” said Robert Moss, chief marketing officer. “We are constantly striving to differentiate ourselves from our competitors and are certain that this unique offering in our market will help us stand out from the crowd, enabling us to retain our position as the number one choice for discerning shoppers looking for excellent value.”
Nish Kukadia, chief executive and co-founder of Secret Sales, said: “We are confident that this new programme will allow us to deliver an even better shopping experience and put a smile on our customers’ faces.”Our view:
The flash sales sector has become ever more competitive in recent years, and with deals becoming ever easier to access, customers no longer perhaps have the same need to return to the same sites as they once did.
With this move into customer loyalty, SecretSales, one of the first flash sales sites, looks to give its customers a reason to return to the site rather than simply looking for the next best bargain elsewhere. We’d expect to see the model repeated on other flash sales sites.