Paul UK launches mobile payment and loyalty app

French bakery and patisserie brand Paul is launching its first mobile payment and loyalty app exclusively to UK customers.

The app, which will be available from 20 May, is powered by Yoyo and will be free to download from the Apple App Store and Google Play.

It will replace the bakery’s existing loyalty card La Carte Noire – allowing customers to collect reward points and receive tailored offers through their phones.

Through the mobile payment feature, Paul UK will be able to capture fully anonymised customer data including the types of products they buy, as well as the timing and frequency of their visits. It will then generate personalised rewards and in-store experiences.

The loyalty scheme will give customers 100 points for every £1 spent using the app, they can then collect or exchange points for items in the app. For example, £30 equates to 3000 points which unlocks a croissant, while £70 is 7000 points which unlocks a chicken salad sandwich.

Paul UK said it would be gifting customers 1,000 points upon download and rewarding customers with a ‘refer a friend’ scheme.

“Launching a mobile payment and loyalty app is a first for Paul UK and an instrumental tool for building on overall customer experience across our 37 UK shops,” said Maxime Holder, managing director and chairman of Paul.

“It allows us to take our existing rewards card, La Carte Noire, into the digital age with Yoyo, making in-store payment fast and easy while recognising personal purchasing behaviour, so that we can tailor our rewards accordingly.”

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