Harvey Nichols updates loyalty scheme

Harvey Nichols last upgraded its loyalty scheme in 2022. A spokesperson told Drapers that it is now “upgrading the current loyalty programme to align with our new creative direction and the way our customers engage with us”.

The luxury department store chain is revamping its Knightsbridge flagship under CEO Julia Goddard, who joined in 2024, and has stepped away from own-brand food products and holiday hampers in an effort to right size and reduce overheads.

“Following customer feedback, we will move from selectable benefits to set benefits by tier, designed to deliver a clearer and more consistent experience,” the spokesperson added.

The double points for Tier 1 customers allows “customers to be better rewarded from the outset of their membership”.

In the 2022 upgrade, Harvey Nichols retired the standalone members’ app and instead combined it with the transactional Harvey Nichols app.

Since Goddard took over as CEO in June 2024, she has worked hard to transform a struggling business. Operating losses at the luxury retailer, which has stores in Leeds, Birmingham, Edinburgh, Manchester, Dublin and Bristol, as well as its Knightsbridge flagship, grew to £27.4m from £15.4m in the year to 30 March 2024, the most recent results available show.

Broad Gain, the UK subsidiary of Harvey Nichols’ parent company, Dickson Concepts, said the department store’s bottom line was hit by one-off restructuring costs. Turnover declined 5.4% from £216.6m to £204.8m in the year.