Majestic has launched a digital loyalty programme, allowing customers to exchange loyalty points for wine.

Its first digital loyalty programme forms part of Majestic’s new smartphone app, which allows customers to discover, shop and earn rewards as well as redeem points for free bottles of wine in Majestic stores.

Customers who download the app and sign in or create a Majestic account will receive 50 free points – the equivalent of spending £50. Users will then earn 1 point for every £1 they spend. Members can redeem their points through the app after reaching 100, 200, 400, 800 or 1,600 points, which can then be exchanged for free products in-store. Customers will have a choice of rewards at each tier, ranging from wines in Majestic’s Guv’nor family for 200 points, to premium options including E. Guigal Châteauneuf-du-Pape or Lanson ‘Le Black Creation’ Brut Champagne for 1,600 points. 

The new Majestic app also allows customers to build product wishlists and save tasting notes and star ratings for wines, beers and spirits they have previously purchased. Majestic’s Shop Local functionality is available on the app, allowing customers to search the stock available at their local Majestic store for next-day delivery or click-and-collect.

Elizabeth Newman, managing director of Majestic Retail, said: “We have an incredibly loyal, knowledgeable and highly engaged customer base at Majestic, and we are always looking for new ways to recognise and reward that support. Our first-ever digital loyalty scheme and new smartphone app will make it quicker, easier and more rewarding than ever for customers to discover and buy new wines at Majestic.

“By earning points on every order, whether you are shopping online, in-stores, or signed up to one of our subscriptions, we’re rewarding all of our customers, whenever and however they choose to shop with Majestic. And I can’t think of a better way to thank our customers than by exchanging their points for free bottles of wine, giving them another opportunity to enjoy an old favourite, or discover something new.”

Earlier this month, Majestic embarked on a six-week “festival of fundraising” to raise money for its Majestic Charitable Foundation.