American retail tech firm targets European expansion with new London base

Clarus Commerce, a provider of customer loyalty programmes for the retail sector, is expanding into the UK.

The US-headquartered company opened an office in central London as part of a drive to establish a physical international presence.

The base will serve as a springboard for future expansion into Europe, according to Clarus’ SVP of business development and client services, Michael Iannucci, who commented: “We see a market that is currently underserved as far as Premium Loyalty is concerned.

“The expansion into the UK will allow us to continue growing our adaptable business model.

Michael added: “Eventually, our London office will be a hub for further expansion into the rest of Europe.”

Whil Clarus’ retail rewards membership programme DeliveryDeals will remain available for UK-based consumers, the firm believes its Premium Loyalty programmes are primed to become the new industry standard.

Premium Loyalty programmes offer more benefits and personalisation options in comparison to traditional, transaction-based loyalty programmes. According to Clarus, such programmes are not as valuable for consumers and are therefore waning in popularity.

Clarus chief exec Tom Caporaso explained: “Consider Amazon Prime. It offers benefits that are so appealing, customers are willing to pay extra for them.

“These are what we call Premium Loyalty programmes, and they’re the kinds of programmes retailers absolutely need to have to compete today, which is precisely why they’re what we specialise in.”

Clarus Commerce is headquartered in Rocky Hill, Connecticut.