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Former Asos director James Hart invests in ecommerce start-up

James Hart, a former director at, has joined ecommerce start-up LoyaltyLion as an investor and advisor.

LoyaltyLion, launched in November 2013 and based in London, enables ecommerce stores to create a customised online loyalty programme and reward customers not just for purchases but a range of activities including creating an account, reviewing a product or watching a video.

The LoyaltyLion plug-in also provides a back-end analytics platform to give insights on the performance of each loyalty programme.

Hart announced his departure from Asos in September last year, and left earlier this year after 14 years at the etailer.

On his involvement with LoyaltyLion Hart said: “This is a traditional loyalty scheme made for ecommerce. Online customers do so much more for a brand – they share, interact and comment – and they should be rewarded for that. This technology is clean and so easy to customise and after seeing at Asos how hard it is to implement a loyalty programme, it’s exciting to see something that can so simply integrate into retailers’ current systems.”

Charlie Casey, LoyaltyLion chief executive, said: “Traditional loyalty programmes are unimaginative and unsuited to ecommerce.”

According to LoyaltyLion, stores using the service have reported a 9.4% increase in average basket size as well as a 21% increase in time spent on their sites and a 49% increase in customer activity which includes commenting, voting and account creation.

There are now more than 320 ecommerce sites using LoyaltyLion to power their loyalty programmes, all currently small businesses with up to £5m turnover including and After this early success LoyaltyLion are now targeting larger retailers.

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