US-based retail customer loyalty specialist Clarus Commerce is stepping out of its Connecticut base with the opening of an office in London as part of an international expansion drive.
The company says the move changes its profile both in the US and internationally at a time when its product make-up is also changing – existing Clarus programs such as DeliveryDeals will continue to service clients, but its ‘premium loyalty’ programs are a big focus moving forward.
Clarus says premium loyalty programs offer consumers more benefits and personalisation compared to traditional transaction-based loyalty programs, which it says are becoming less effective and impactful.
After nearly two decades of operation in the US, Clarus says its expansion to the UK solidifies its commitment to having a physical international presence.
“Hopefully, this is the first step of a long sales cycle to expand our footprint beyond the two countries,” said Michael Iannucci, SVP of Business Development and Client Services at Clarus. “We see a market that is currently under-served as far as Premium Loyalty is concerned. Eventually, our London office will be a hub for further expansion into the rest of Europe. Our ultimate goal is expansion outside of the UK.”
Clarus’ says its goal is to help retailers engage with and understand their best customers by collecting data that can turn shoppers into brand ambassadors.
This is achieved through building and managing Premium Loyalty programs that offer Amazon Prime-style benefits, discounts, and exclusive content.