Seasalt has launched its new Seasalt Rewards mobile loyalty programme, which will allow UK shoppers to collect points on all purchases while delivering more personalised customer experiences.

The new omnichannel loyalty scheme will replace its former stamp card system, with points from in-store and online spend now collected on a mobile wallet card. The mobile loyalty scheme will also deliver more personal engagement to Seasalt shoppers, including exclusive offers, competitions and early sale access.

The new digital loyalty scheme was developed based on feedback from its customers as a part of the Cornish fashion brand’s Voice of Customer programme. “We listened to what our customers have been asking for through our Voice of Customer programme,” Amy Thom, Seasalt’s Chief Marketing Officer, explained.

Seasalt’s CTO, Adam Cotgreave, had previously hinted that a new loyalty proposition was in the works while speaking at Retail Technology Show (RTS) at the beginning of April. Calling out Caffè Nero’s loyalty scheme as a best practice example, Cotgreave explained how the coffee chain had digitalised its own traditional stamp based scheme, upgrading to a digital, mobile-first loyalty offer that delivered personalised ‘surprise and delight’ moments to encourage repeat custom.

Speaking on the same panel at RTS 2025, Dunelm’s Director of Engineering, Quality & Architecture, Paul Kerrison, also said that the homewear retailer was considering launching a loyalty programme, but said that this would be in the next few years.