The Whisky Exchange debuts loyalty programme
London-based spirits retailer The Whisky Exchange has launched a loyalty programme called Friends of The Whisky Exchange.
The retailer’s first loyalty programme offers customers benefits such as exclusive bottlings, access to shared knowledge, and discounts.
Friends of The Whisky Exchange launches six months after the retailer unveiled its new look.
The initiative became available yesterday (31 March) to customers subscribed to The Whisky Exchange newsletter, and will be open to all customers starting in mid-April.
The scheme follows customer consultations and is a digital scheme that aims to give back to the retailer’s valued community, open to all customers worldwide who have purchased through the company’s website.
Laura Elleray, customer relationship management manager for The Whisky Exchange, explained: “The Whisky Exchange has always been, first and foremost, about providing great service to the drinks community.
“The company was founded by a very well-known whisky lover, and over the years, we’ve bought exclusive releases and experiences for our customers.
“Friends of The Whisky Exchange will reward our customers for their continued partnership and trust in us to bring them the best the whisky, fine wine and spirits world has to offer.”
To ensure that everyone who joins the loyalty programme has made an informed choice, customers will be asked to opt in rather than being added automatically.
Members will enjoy early access to products, quarterly rewards, exclusive content, and the opportunity to provide feedback and suggestions on new products and exclusives.
Friends of The Whisky Exchange will initially launch online, with in-store customers in London able to join the loyalty programme soon.
Customers interested in signing up to join the loyalty community can do so via an invitation email sent to subscribers or at checkout, starting from 15 April.
Some of the retailer’s exclusive releases this year include the Zodiac Series and the Redbreast 20-Year-Old Small Batch Oloroso Cask.
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