A new app is aiming to take the hassle out of loyalty cards by allowing consumers to keep them all in one place – on their smartphone
The Cardtrix app, which will be officially launched today in Dublin has been tailored to the Irish market and supports the loyalty programmes of 13 major retailers and companies including Tesco, Dunnes Stores, Boots, SuperValu, Brown Thomas, Eason’s, Arnotts, Debenhams, Nandos, Costa Coffee, Topaz, Applegreen and the Intercontinental Hotel Group.
The app, which was developed by British loyalty programmes group Aimia, allows users to add their existing loyalty cards and apply for new ones with just a few clicks, eliminating the need to carry lots of plastic cards around, according to Aimia vice-president Fiachra Woodman.
“I got the idea after talking to mums at my kids’ school, asking them what they wanted from loyalty programmes. They said less emails and less offers. They are bombarded with offers, but would rather fewer, better offers.”
When shopping, app users just show the app on their smartphone at the checkout and scan the barcode to claim the points and rewards.
“Ultimately, consumers want less email, less hassle, fewer cards, fewer but better offers, plain English and to earn points wherever they shop,” he said.
In Ireland 87 per cent of adults use loyalty programmes, according to Aimia, and the average person is signed up to four loyalty programmes.
Mr Woodman said the app will help Irish shoppers get the most out of loyalty by taking the hassle out of signing up to lots of different programmes.
Test bed
Ireland has been chosen as a test bed for the app by the group which operates worldwide.
A spokeswoman for the company said this was due to the level of penetration of loyalty programmes in Ireland, widespread smartphone use in the Irish market and a culture which is seen as receptive to technological change.
He said the app, which is available free on iOS and Android, will give a plain English account of what each programme offers and how to get the most out of each of them. It will also allow consumers to block unwanted email.
Consumers will also have instant visibility of the points and rewards they earn from shopping.
