Marks & Spencer is to trial a digital coffee stamp card app in 58 of its stores in the Greater London area, replacing the current paper card with a digitally-enhanced offering.

The app, called M&S Barista, will integrate into Marks & Spencers CRM and POS technology, enabling seamless usage and redemption of loyalty rewards including free drinks following the purchase of a certain number of beverages.

The app was developed in partnership with digital consumer engagement specialists, Eagle Eye Solutions, and will make use of push notifications to encourage users to complete their stamp card when they near earning a free drink.

“We are focused on providing our customers with excellent quality, value for money and convenience,” said Mathew Legge, senior marketing manager at Marks & Spencer. “The trial of a digital loyalty card in our Hot Food on the Move and Cafes will further help us meet those aims, whilst rewarding our customers for their loyalty.”

“Following our previous collaboration with M&S on the My Offers section of the My M&S application, we are delighted to be working with them once again to enable them to stay ahead of the competition and deliver personalised, relevant and engaging rewards to their customers,” said Phillip Blundell, CEO of Eagle Eye Solutions.

“Digital stamp cards are one of the simplest ways through which businesses can drive loyalty and increase visit frequency. For M&S, this trial will not only strengthen customer loyalty, it will also help them to stay one step ahead of competitors in the food-on-the-go market.”