Patisserie Valerie is set to launch a loyalty app that it says will enable it to better analyse customer behaviour.

Patisserie Valerie owner Patisserie Holdings has partnered with mobile payments and loyalty marketing platform Yoyo to introduce a combined mobile payments and loyalty app early in the new year.

Patisserie Holdings CEO Steve Francis said the launch would be the first in a range of initiatives to be rolled out over the next few months to enhance the in-store customer experience.

Francis joined the business last month following the departure of Paul May, who stepped down after a financial crisis that almost resulted in the collapse of the company.

Rolling out from February, the branded app will offer secure mobile payment, automated loyalty accumulation, instant rewards redemption and voucher sharing, and digital receipt collection.

It will also capture anonymised customer basket data at the point-of-sale, which Patisserie Holdings said would enable the café chain to analyse and segment purchasing behaviour to deliver personalised rewards, offers and in-store experiences.

“The Yoyo platform offers the perfect blend of speed, convenience and rewards - a thank you to our loyal customers,” added Francis.

Founded in 2013, Yoyo describes itself as the platform supplier for mobile payment and loyalty programmes to thousands of high street retail, education and corporate catering outlets, processing more than two million transactions a month.