A new app designed to enable consumers to manage retail loyalty rewards on their mobile phone has been closed down after marketing and loyalty analytics group Aimia failed to get buy-in from leading retailers.

The Cardtrix app enabled users to scan a digital barcode at tills to claim loyalty rewards instead of having to carry loyalty cards around in their wallets. However, the app was launched in mid-August without agreed participation of many retailers. Subsequently, Brown Thomas, Arnotts, Topaz and Applegreen told Aimia to remove their loyalty programmes from the app.

Cardtrix was set up to handle loyalty programmes of these retailers, as well as Tesco, Supervalu, Dunnes Stores, Boots, Easons, Debenhams and Costa Coffee.

Speaking at the launch of Cardrix, executive Fiachra Woodman stated: “Consumers want less email, less hassle, fewer cards, fewer but better offers, plain English and to earn points wherever they shop. Cardtrix delivers all of those benefits to shoppers, helping them to make the most from their shopping.”
Fiachra Woodman, Cardtrix, with model Pippa O’Connor

Aimia was using Ireland as a test-bed for the Cardtrix concept. The company is a global player in loyalty programmes, including Nectar in the the UK. In 2012, the Nectar system handled £2 billion of rewards for 19 million customers, according to Aimia.

In Association with

Aimia grew out of Air Canada’s Aeroplan rewards system.