Cosmetic retailer Lush has rolled out what it calls a “truly omnichannel” rewards programme, as it looks to bring its app to the forefront of customer engagement.

Developed in collaboration with API-based software specialist Talon.One, Lush Club aims to integrate in-store and online purchases, sustainability incentives and personalised rewards into a single app experience.

The rewards programme allows customers to earn points whether they shop online or in-store, with purchases being tracked via the Lush app. Members also get preview access to new launches directly through the platform.

In addition, shoppers are rewarded for sustainability initiatives, such as returning eligible plastic packaging to participating stores, as the retailer continues to promote its sustainability values.

On Wednesday, Taniya De Abrew, global head of digital marketing and programmes at Lush, said on LinkedIn: “The Lush Rewards Programme has officially launched in the UK and key markets.”

In her post, De Abrew added that the project took over three years of work and strong collaboration from teams across the company to bring to fruition.She added that the company has “finally build a truly omnichannel solution, with the Lash app at the centre of the experience”.

“Our customers have been asking for a rewards programme for decades, and I couldn’t be prouder to see it live today,” De Abrew added.

Speaking about the development of the app ahead of its launch last month, Rachel Kemp, senior digital marketing & loyalty lead at Lush said that the platform would act as an “exciting place to shop and connect” for its global consumer base.

“Bringing to life an abundance of new app features that makes Lush Club a fun and vibrant loyalty program, Rewards gives our shoppers more of what they love from the brand but we’re really only just getting started,” she added.

The move comes after several other British retailers recently launched of loyalty schemes.

In September, the Channel Islands Co-operative (CI Coop) has announced plans to launch a new membership app.

The new platform, which is being developed by software business Lobyco, will include rewards, tailored offers, and interactive features such as games as the retailer looks to strengthen loyalty and create added value for its customers.

UK department store Fenwick also recently launched MyFenwick, a points-based loyalty scheme that offers monetary rewards, exclusive access to events and experiential benefits across its stores and online.

The programme went live nationwide on 10 September and is supported by a “earn your stripes” marketing push spanning national and local channels.

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