The club was launched in 2019 to great success in Spain and France, and this year has been extended to the Netherlands, Luxembourg, Belgium, Germany and Portugal, and now has over 4 million active customers
Mango is rewarding all customers in the UK registered on its database by signing them up to the Club, so that they can enjoy its benefits from the very first day
Mango has launched its new Mango likes you loyalty club in the UK. The name of the Club conceals a groundbreaking message: for the first time, a brand is giving Likes to its customers and not the other way round, and this is the essence of the club: innovation. The Club has been designed to create closer ties with its customers through experiences.
Following its successful launch in Spain and France in 2019, and in the Netherlands, Luxembourg, Belgium, Germany and Portugal in 2020, the brand is now extending it to the UK.
Mango wants to reward all the customers in its database, which is why, from today, they will be able to enjoy all the benefits offered by this new loyalty club, which is valid both in physical stores and on the online channel and for all product lines (Woman, Man, Kids and Violeta by Mango).
Guillermo Corominas, Director of Mango’s Customer Department, points out that “the focus on the customer is strategic for Mango. This ambitious project represents a significant milestone for the company, because thanks to Mango likes you we will be able to implement many of the initiatives created in the Customer Department in the UK. Initiatives which will help us be more relevant to our customers and also allow us to project more important brand values: sustainability, culture and community”.
How does Mango likes you work?
Mango likes you is much more than a loyalty club in which the customer can accumulate points through purchases and exchange them for new garments. It includes numerous experiences which the users can enjoy both inside and outside Mango.
For example, Mango customers will receive 10 Likes (points) for each euro spent in their MANGO purchases, but will also receive Likes for taking garments to be recycled at any of the brand’s stores, for collecting an online order in a physical store and even for downloading the new App and interacting with the Club from the app. The brand will also give customers a gift of 1,000 Likes on their birthday.
On the one hand, all the Likes accumulated by customers may be exchanged for discounts on new purchases at any time of the year, including during promotional and sale periods. On the other, they will also be able to use their Likes in many other ways, for example, to obtain a free subscription to Deezer Premium or a pack of three films on Rakuten TV, to obtain cinema tickets, or download e-books free of charge. It is also possible to transfer Likes to a friend who is signed up to the programme.
According to Guillermo Corominas, “sustainability and solidarity are issues of great interest to our customers and to us, which is why Mango likes you offers the possibility to donate Likes to various NGOs through micro-donations”. They can be donated to Save the Children to support girls in their education in Sierra Leone. More environmentally-conscious customers can donate their Likes to Plant for the Planet and contribute to its tree-planting project. Finally, their Likes can be donated to the WHO Solidarity Response Fund to support those most suffering the consequences of the COVID-19 pandemic.
The club is multi-country and multi-currency. In other words, customers who are signed up to the programme can accumulate and redeem Likes in any of the 9 countries in which the programme has already been launched and in any other where it is launched in the future, irrespective of the currency of each country.
“From the moment we started designing Mango likes you we wanted it to be a totally omnichannel programme with numerous incentives and experiences. We also wanted to make it as simple as possible for users. I believe that we have succeeded and that it offers added value to our customers. The huge success achieved in the seven countries in which it is now operative confirms this, which is why we have decided to launch it in the UK, which is a very important country for the company”, Corominas adds.
This initiative is part of Mango’s commitment to increase its focus on the customer, strengthened in early 2018 with the creation of the Customer Department. Its aim is to give the company an omnichannel overview of its customers and to design the necessary initiatives to improve their experience with the brand.