Digitising the West End Privilege Card Scheme

The Brief
New West End Company (NWEC) needed to update and expand their incumbent Regent Street loyalty scheme across the entire of London’s West End. The existing scheme which required a physical card, as most traditional loyalty schemes, was expensive, unnecessarily time-consuming and laborious to manage and lacked actionable reporting data apart from the number of cards issued.
Transform Membership Scheme
Improve Operational Efficiency
Develop Data Foundations
The Solution
Overthrow Digital proposed scrapping the physical card scheme and moving to an app-based solution. This solution would simplify the application and activation of new members as well as membership renewals, featured customisable user accounts, used GPS technology to unlock benefits and encourage footfall into the W1 district and boost sales from local workers for participating brands and retailers.
The Result
An engaging and easy to navigate app was developed which allows users to find offers available to them as members of the West End Club across their available portfolio of fashion, dining, leisure, and wellbeing brands.
2,800 + app downloads and registered users
790 offers redeemed