HOF Introduce Loyalty Card

 

HOF Introduce Loyalty Card

 

Giant department store House Of Fraser (HOF) are introducing a loyalty card scheme to new and existing customers in the hope of gaining an advantage against competitors such as M&S, Debenhams, John Lewis and Selfridges. The key marketing aim of the recognition points card is to generate consumer data that can be used in future events and promotions. The card itself will be promoted in store and throughout various media initiatives.

HOF currently opens MasterCard accounts with customers, where the points system is 3 points per pound in store, 6 points per pound online and 1 point per pound elsewhere. The credit card is issued by the bank Santander, and once having reached the 2000 point threshold a £20 voucher is posted to the owner.

 

Old recognition store cards can only be used within HOF and do not contain C+P(chip and pin) devices, so are less secure unlike the MasterCard. The old recognition card will be discontinued and replaced with the new loyalty card, to encourage more people to open MasterCard accounts.

In simpler terms the current cards used within HOF are the Recognition Store card and the HOF MasterCard. The MasterCard will stay but the Recognition card will be removed and the new credit free loyalty card will take its place.

The new loyalty card will not be a credit card; it will however be very similar to points cards used by companies like Boots and Costa. You will receive 1 point per pound for shopping with your HOF loyalty card and 2 points per pound when spending on beauty products. You will also receive double points for shopping online. To receive the benefits of the card you will have to register your details online. HOF will introduce the new card before September.