UK customers of fashion outlet H&M will have more reason to carry out safe shopping online via its extensive digital services thanks to the launch of a new app that offers rewards and various other perks, according to Grazia.

H&M Club is a system that follows many other loyalty card schemes in helping consumers accrue points for every pound they spend. And anyone who creates an account in the weeks following its launch will get 20 per cent off their next order, which is an even bigger incentive.

The retailer has planned a number of other exclusive offers for members of the club, including a 25 per cent discount each year on their birthdays. There will even be the opportunity to win tickets to events hosted by H&M and experience all that the fashion world has to offer.

The app for H&M Club is available to download for all major smartphone operating systems and the good news is that points can be earned not only when carrying out safe shopping online, but also via in-store purchases. This is thanks to the fact that the app is compatible with the firm’s tilling system, so customers will need to bring their mobiles with them whenever they shop on the high street.

Online services provide retailers with the perfect opportunity to increase customer loyalty with this type of project, although not all major brands have chosen to adopt this approach. This could contribute to an exodus of shoppers to rival outlets unless more choose to jump on the points-based bandwagon.

Of course H&M is facing increased competition in the e-commerce fashion market, with Amazon recently announcing the introduction of its own-brand line of clothing. There are also more ways for consumers in the UK to buy online with smaller shops that have less of a high street presence.