Matalan will relaunch its loyalty scheme and refresh its mobile app in early 2026 as part of a bold digital transformation aimed at building deeper, data-driven customer relationships.
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GLOFashion and homewares retailer Matalan is preparing a major overhaul of its loyalty scheme and mobile app, marking the next phase in its ongoing business transformation to modernise the customer experience.
New loyalty vision
The retailer plans to phase out its existing “Matalan Me Rewards” programme and introduce a new, more personalised loyalty system early next year. Rather than relying purely on blanket discounts, the new scheme will focus on tailored offers and experiences designed around customer behaviour and preferences.
Matalan’s leadership has said the refreshed approach aims to reward engagement and brand loyalty, not just transactions — reflecting a wider shift in the retail industry toward value-driven loyalty rather than constant price promotions.
App upgrade on the way
Alongside the loyalty revamp, Matalan will launch a new version of its mobile app to improve functionality and design. The updated app will include a smoother checkout process, better account management tools, and integrated loyalty tracking.
Early user insights suggest that app customers spend more frequently and engage more consistently, which has prompted Matalan to make the app a central pillar of its digital growth strategy.
Part of wider business transformation
These initiatives form part of Matalan’s broader transformation programme, which includes store refurbishments, leadership changes, and digital upgrades across the business. The retailer is investing heavily in data analytics to better understand shopper habits and deliver more relevant experiences both online and in stores.
Challenges and opportunities
Key challenges will include balancing attractive rewards with profitability, ensuring smooth migration to the new app and loyalty system, and maintaining robust data privacy standards. The retailer also faces the task of ensuring a consistent omnichannel experience, uniting digital and in-store engagement under one seamless ecosystem.
By investing in loyalty and digital innovation, Matalan is positioning itself for the next stage of growth — one that prioritises personalisation, convenience, and emotional connection over pure price competition. The success of the relaunch will be a major test of how effectively the brand can modernise its customer experience while staying true to its value-driven heritage.
Source: Matalan
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