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Kipling to launch social media-linked loyalty scheme

Bag brand Kipling will this week unveil a loyalty programme that rewards shoppers for talking about the company on social media as well as purchasing its products.

The Antwerp-based company will launch the Kipling Friends programme on October 1, which will initially target its Facebook fans including 300,000 in Europe and more than 1 million globally.

When a customer purchases an item they will be invited by email to join the loyalty scheme and talk about their purchase via Facebook. If they like, comment or share content related to Kipling they will receive 150 ‘smile points’. For every 1,000 points acquired, a £10 or €10 discount is received. Kipling will also give its brand ambassadors exclusive gifts such as snow globes featuring the brand’s monkey emblem. Shoppers will also receive 10 points for every £1 or €1 they spend either online or in the 24 UK and European Kipling stores.

Kipling plans to roll out the scheme to other social media platforms, including Instagram and Twitter, in early 2015. It will also launch an app in the first quarter of next year enabling members to see their points balance and play Kipling-themed games, which will enable them to earn more points and to find out about new designs.

To join the scheme consumers register online or via iPads in Kipling’s stores, after which they also receive an initial 10% discount voucher. The 140,000 members of Kipling’s existing loyalty programme will be automatically migrated across to the new scheme.

Digital manager Jürgen Derycke told Drapers: “We want to take loyalty omnichannel so it works across all 24 stores and online. We are trying to work in collaboration with our customers. They can shop all over the place these days so if they buy in one of our own stores or [in another stockist such as] Selfridges, we want them to talk about our products.”

The Kipling website was also revamped this month, offering improved navigation with better pictures and details about the products. A blog will be launched at the end of January encouraging consumers to provide feedback on new product ideas.

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