Most people are now connected to a mobile device in some fashion. So it makes sense for brands to wade into these same waters in search for the next key to customer engagement. To attract and retain customers, many retailers are linking existing loyalty program cards to a host of smartphone apps. This remains a viable option for those with existing loyalty programs, but brands in a position to design new schemes are starting forgo the card altogether in favor of streamlined digital options.
This is the path that Harvey Nichols is....