Exclusive: Percival launches new loyalty scheme that ‘rewards customers for every purchase’

The new membership scheme, which launches on August 9, 2023, allows shoppers to earn points “taking them from one room to the next”.

Shoppers can expect to receive exclusive access, gifts and previews of new collections as well as early access to seasonal sales.

Percival also said members can expect free beers and invites to comedy nights as well as “surprises along the way”.

The loyalty scheme will operate in a tiered format with the fourth and final tier, ‘The Closed Circle’, being an invitation-only level that allows Percival’s “most loyal customers” a direct line to the brand’s founder Chris Gove.

“There is a fourth tier, our WhatsApp group, which means members can message me and I can message customers and ask what they think about designs that are coming up. It opens up a community doorway,” Gove told Retail Week.

“I’m always designing stuff and in between two things or trying to work out a direction, so having customers there to ask will be great.”

Percival also said customers can expect further in-store and online rewards in future phases of the scheme as it progresses.

Gove added: “We are thrilled to launch our loyalty programme to reward our most loyal customers. As a business we’re excited to learn more about them so we can continue to improve our offering.

“Of course, as with all our marketing initiatives, we will subvert the classic, traditional loyalty model and bring the membership to market in a fun, Percival way with surprise gifts and rewards for customers.”