World-famous department store Harvey Nichols is introducing its first ever loyalty program via an app that rewards customers for every point spent with innovative experiences and products.

The program is open to all customers and benefits will be available from day one, with points earned for every pound spent in the UK, in-store or online, or in any of Harvey Nichols UK restaurants and bars, which includes the award winning OXO Tower.

Customer research during development showed that 80 per cent of Harvey Nichols customers preferred the idea of a loyalty app over a traditional card, and the company hired BAFTA-winning digital product studio Ustwo to create the app.

As customers earn points, they will unlock new levels of Rewards, from free smoothies, to Botox, to a Champagne dinner for four at OXO Tower. Customers will also be rewarded with vouchers to spend in store four times a year, access to indulgent experiences and special services, from gift wrapping to at-home styling.

“To truly reward a customer for their loyalty, a brand needs to know their customer inside out and offer a range of relevant and personal rewards, from experiences to gift vouchers and surprises in-between,” said Shadi Halliwell, group marketing and creative director for Harvey Nichols. “We want to give our customers more than just pennies for points.

“Reward by Harvey Nichols is uniquely different to competitors loyalty schemes, firstly because its an app, which we believe is the future of communication with our customers – instant, personalised and modern – and secondly it offers brilliant and indulgent experiences which will help our customers be fearlessly stylish.”

“Quite simply, Reward by Harvey Nichols is a brilliant new concept in loyalty programs: a mobile-first app that puts control in the customers hand, capturing benefits online, in-store, and at participating restaurants and bars,” said Eileen Naughton, VP & managing director of UK & Ireland business operations at Google. “It was genius of Harvey Nichols to work with Ustwo, a traditional gaming company, to develop the app. Their expertise in digital design can be seen throughout the app – its functionality has truly enhanced the exclusive experience of being a Harvey Nichols customer.”