PLUS+ turns one: Inside the award-nominated loyalty programme

Let’s be honest, no one gets excited about collecting points anymore. Today’s smartest loyalty strategies are built on something bigger: belonging.

That’s exactly what we set out to do with PLUS+, the loyalty scheme we designed with our clients, Landsec. 

Instead of a “spend more, get more” approach, PLUS+ is designed to be a little gift in your inbox. Think trending products, exclusive discounts, surprise prizes and addictive games all carefully curated to match what members actually care about. And one year in, the results speak for themselves.

Here’s what the first 12 months delivered:

• 750,000+ members signed up in year one

• Over £30,000 worth of prizes given away

• Astonishising open rates 

• Thousands of tailored rewards, matched to real interests

So, what’s the special secret sauce? A powerful CRM strategy that analyses the customer journey every step of the way.

Why CRM matters

It’s not mind-reading, but good CRM (Customer Relationship Management) can seem like that. Often mistaken as a back-office tool, it’s actually the key ingredient of a great loyalty programme. For PLUS+, CRM makes it possible to:

• Segment audiences with precision so every email feels personal and timely

• Spot trends in behaviour to serve up what members genuinely want

• Keep engagement high with dynamic journeys that evolve with customer needs

• Turn data into deliverables, transforming insights into experiences that feel bespoke

CRM ensures PLUS+ delivers value, not noise. With some bespoke campaigns we yielded open rates of 80%+, proof that when loyalty feels relevant, people want to engage and members will keep coming back for more of the good stuff.

Ready, player one

This summer we launched our first set of brand partner games on PLUS+, opening a new, interactive chapter. From puzzles to prize wheels, gamification is giving members new reasons to engage (and win big too!).

• We teamed up with Costa Coffee, so players can put their brains to the test for the chance to win Free Coffee for a Year.

• With Frankie & Benny’s, guests could spin the ‘Meal of Fortune’ to scoop tasty prizes or a £100 voucher.

• To celebrate Bubble CiTea’s watermelon summer menu, we built a colourful Match 3 game with exclusive discounts up for grabs.

• And just in time for kick-off, Bluewater guests could try to “Beat The Keeper” for the chance to win Charlton Athletic season tickets.

What’s next?

PLUS+ proves that loyalty is about so much more than getting sign-ups. It’s about connection. With one incredible year under its belt, we’re excited to put some new plans in place and raise the bar even higher.

Award-winning innovation

It’s not just members who are loving it. PLUS+ has also been shortlisted for ‘Innovation of the Year’ at the Sceptre Awards 2025, a huge nod to its fresh take on loyalty.