The strategy is to complement the loyalty programme with an effective and efficient online communication aspect for the company, which carries trendy London labels such as Topshop, Topman and Miss Selfridge. "The contact strategy is designed to push members back to the retail environment with fashion updates, member exclusives and e-vouchers," said Mark Renshaw, managing director of Galeleo, which developed the online programme.
The site also provides customer acquisition through e-newsletters and viral campaigns, and by exposing non-members to the benefits of the programme.
Fashion Fast Forward members collect points for purchases and receive discounts, member exclusives and offers.
Direct campaigns are being mounted to encourage existing and new members to go online with incentives such as a chance to win the latest handphones.
The campaigns will run online with MSN and offline in magazines such as Seventeen.
The challenge for most loyalty programmes, said Renshaw, is developing a cost-effective means of leveraging from the data that they have. "A lot of times I am in loyalty programmes with brands that have vast amounts of data about myself and my purchases yet you never hear from them or if you do they are not using what they know about me."