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Drapers Digital Forum: The Outnet to launch Front Row loyalty programme

Net-a-Porter owned designer discount etailer The will launch its first VIP customer loyalty service this Friday, called The Outnet Front Row.

Speaking at Drapers’ annual Digital Forum, The Outnet global director for sales and marketing Andres Sosa revealed the new scheme to a packed audience of retailers and ecommerce industry experts. He said that the customers will be chosen via an algorithm based on “the kinds of brands they buy” and past shopping behaviour.

The Outnet Front Row will not focus on discounts and it will not tier customers. Instead it will focus on “privileges” for this VIP group and offer “early access” with the etailer hosting “private and intimate first-look events”, said Sosa.

As part of his talk on ‘10 things you have to know about your customers’, Sosa also revealed that The Outnet, which has around two million visitors per month, sees 62% of its customers buying its luxury discount fashions via smartphone. “We start by designing everything for mobile and then cascade that up to the other devices. We don’t like to describe our strategy as mobile first, as everything we do is for mobile.”


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