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US clothing chain unveils updated loyalty programme
2 Apr 2012

US clothing retailer Express has updated its loyalty programme to ensure customers are rewarded for their interaction with the brand via social media.

All US shoppers will be eligible for the new points-based Express Next scheme, which replaces the previous scheme that was only available to Express credit card holders.

Members can accrue points for spending both in-store and online, with additional points on offer to those who visit a wide range of stores and engage with the brand via social media platforms.

Jim Wright, senior vice president of marketing of Express, claimed that the new scheme is more closely aligned to how customers shop and connect with the brand today.

He said: "Our customer engages with us on many different levels and we are now able to encourage even greater engagement and reward our customers for these deeper relationships."

Express currently operates over 600 retail stores across the US, Canada and Puerto Rico.

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