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UK houseware retailer taps PCMS to launch loyalty club

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October 25, 2019

Lakeland, a UK-based housewares retailer, has launched a loyalty program, myLakeland, via a partnership with retail commerce software provider PCMS. The retailer, which has 67 stores, has been working with PCMS on tech innovation for three years and the loyalty program reflects the retailer's commitment to enhancing customer service, according to a press release.

The loyalty program offers invitations to exclusive events, including cooking demonstrations and discounts from brand partners. Customers receive a 10% discount on the first purchase after joining the club, according to the release.

Customers can sign-up in person at one of the stores, online, or over the phone. Each time a myLakeland customer shops they help generate money for charities, including Shelter and The Trussell Trust.

"We're delighted to have been able to launch myLakeland, our first ever loyalty club and an exciting new chapter in the Lakeland journey. PCMS has worked tirelessly to implement software behind the scenes which has enabled a smooth implementation and great experience for our customers,” said Gary Marshall, Lakeland's operations director, in the release.

PCMS initially partnered with Lakeland when the retailer selected the PCMS VISION Commerce Suite to replace an end-of-life store selling system. The rollout allowed Lakeland to develop its mobile strategy and enjoy a single view of the customer, while preparing the ground for future digital innovation.