Paul Smith launches Collectors Club loyalty programme

Paul Smith has launched a new loyalty initiative that “rewards curious collectors and dedicated customers alike”.

Called Collectors Club, it “looks to bring a spirit of joyful discovery and the unexpected” with an omnichannel rewards approach “that’s inspired by Sir Paul’s own love of collecting”.

The unique rewards approach encourages collectors to accumulate stamps, inspired by the designer’s collection of Japanese Eki stamps. Members collect them through a unique gamification mechanism encouraging them to grow their own digital stamp album, these can be unearthed in shops, purchasing rare collaboration designs and much more. 

It’s working with partners Limesharp, Vervaunt Antavo and Centra on the programme.

All tiers will be a part of a “generous benefits system offering exclusive perks and offers; these will increase the more they shop and move up through the tiers”. 

Pre-existing customer data has been used to personalise the experience and engage with customers through new channels (direct mail, push notifications, SMS) to tailor their journey. 

The initiative should also enhance the brand’s data strategy by capturing more first-party data “to deliver richer, more personalised experiences across every touchpoint”.

To join the Collectors Club, consumers need to sign up via PaulSmith.com with the option to download the Collectors Club digital pass on their wallet, which also streamlines in-store customer identification. Existing Paul Smith customers who have opted-in, will be subscribed to the appropriate Collectors Club tier based on their 24-month spending history. Collectors Club will be available globally excluding some Asian markets.

The company said that currently, customers who visit physical retail have a higher order and lifetime purchase value and the Collectors Club is “designed to bring this personal approach to all their online/offline experience to encourage frequency”.

It comes as Paul Smith’s digital business has grown consistently year-on-year since its launch in 2004, with 50% growth since 2020. And the business’s current loyal customer base sees 25% of customers shopping with the brand once a month or more across e-commerce and physical shops.

Ewan Venters, newly-appointed executive chairman, said of the new launch: “Paul Smith is known the world over for delivering exceptional retail experiences in extraordinary retail environments. Our Collectors Club brings this spirit to a rewards initiative that’s focused on building a community of customers who appreciate the joy of discovery and the unexpected as much as we do.

“Collectors Club is a cornerstone of the ambitious plans we have to grow our digital business and through the club we are excited to nurture our existing customers as well as welcome new ones.”