UK-Based Lakeland Offers First Loyalty Program

  • October 15, 2019 at 3:29 PM EDT
  • By Bryan Wassel
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Lakeland has launched its first loyalty program, myLakeland, through a partnership with PCMS. The system is aligned across both the digital and physical channels, allowing shoppers to sign up at one of Lakeland’s 67 stores, online or over the phone.

The UK-based home shopping retailer’s program benefits will include regular offer packages; invitations to exclusive events including cookery demos; and discounts from chosen partners including HelloFresh, Naked Wines and Hearst Magazines. Additionally, every purchase made by loyalty members generates money for charities including Shelter and The Trussell Trust.

Lakeland also partnered with PCMS to install the VISION Commerce Suite (VCS), a replacement for the retailer’s old store selling system. VCS helped Lakeland integrate web and CRM across more than 300 POS tills, which has helped the retailer develop its mobile strategy and gain a single view of the customer.

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