Luxury fashion retailer Harvey Nichols has unveiled a centralised platform to boost its marketing efforts while driving an increase in return on investment (ROI) and improved customer experience.

Completed in partnership with e-commerce specialist OSF Digital, the integration included the launch of an experiential loyalty programme that includes vouchers, discounts, rewards and personalised experiences.

The platform, which also added to the implementation of Salesforce Loyalty Management, aims to enable the retailer to expand its in-store and online loyalty programmes in real time, “to provide customers with a wider range of benefits”.

New experiences include discounts on beauty and grooming products, beauty school activities, free meals in the store for children, and wider customer free drinks.

Tomas Taujanskas, “product owner” for Harvey Nichols, emphasised the importance of customer engagement and a loyalty programme in a competitive sector like luxury fashion retail.

“The implementation of the Salesforce Loyalty Management solution empowered us to launch a highly flexible loyalty programme, able to meet our business needs and exceed our customer expectations,” he said.

Annabel Thorburn, e-commerce director at Harvey Nichols, added: “We have been working towards a greater level of insight and personalisation for some time.

“Working in partnership with OSF Digital and Salesforce has enabled us to achieve this goal, which will not only further personalise our customer experience but also improve efficiencies and future-proof our systems. We are already starting to leverage these capabilities as we go into peak trade.”