Jeans Centre brings loyalty program JC Friends to the next level

One million members benefit from a personalized savings program.

Jeans Centre has revamped its existing JC Friends program and launched an app as part of it. The renewed program went live on 9 September and runs on NeoDay's loyalty platform. Where members used to save toward a fixed discount, they now earn JC points, progress to higher levels, and receive benefits that match what they actually buy. 

JC Friends has been running for years and passed one million members last year. The setup stayed unchanged throughout that period: save points toward a fixed discount. With this update, Jeans Centre shifts from discount to customer value, and from one-off promotions to a program that recognizes members in store and online. In line with their positioning as the friendly jeans specialist.

From fixed discount to personal benefits 

In the renewed program, members earn JC points, not only on purchases but also through small interactions such as completing their profile or joining an activity in the app. Those points move them up to the next level, with the benefits that come with it. Members also get personal challenges and game elements that match their own needs, plus vouchers they can redeem directly in the app or at the checkout. Every store is connected, and the program is also available through My JC Friends on jeanscentre.nl. 

For Jeans Centre, that solves a concrete problem. Customers browse digitally and then buy in store, or the other way around. Without a single recognizable member profile, that behavior stayed invisible. 

"We have a huge number of loyal customers, and last year we welcomed our millionth JC Friend. But the program itself had been running the same way for years and was due for a refresh. What we have now connects online and offline in one customer journey. We deliberately took the time to build it properly rather than rushing out something that only half works."  - Mark Vliegenthart, Head of E-commerce, JOG Group 

Live after close collaboration

Jeans Centre selected NeoDay after comparing several providers on functionality and on the strength of the business case. The platform connects to the existing point-of-sale and e-commerce environment, so the loyalty program runs on top of the current technology landscape instead of replacing it. The Jeans Centre marketing team manages campaigns, benefits, and levels itself, without involving developers. 

"Loyalty only gets interesting when it delivers. Most retailers already have happy customers, they just get too little out of them. Jeans Centre had a million members and a program that did interact with them pro-actively. What is live now activates that base, and their own marketers run all of it. That is exactly what we built NeoDay for." - Jurgen Swaans, Founder of NeoDay

The launch coincides with the fiftieth anniversary of Jeans Centre, which started in 1976 with a single store in Breda and now has more than eighty stores across the Netherlands. In store, the launch is supported by a campaign inviting customers to become a member. 

Note to editors 

About Jeans Centre Jeans Centre is the Netherlands' friendly jeans specialist, with more than 80 stores across the country and a webshop. The company started in Breda in 1976 and is part of JOG Group, alongside Garcia and CHASIN'. 

About NeoDay NeoDay is an API-centric, cloud-agnostic loyalty platform built for speed and flexibility. Brands launch a fully operational loyalty program as a standalone app, as an SDK inside their existing app, or as a web experience, in as little as ten weeks. With AI-driven personalization, gamification, and ready-to-use frontends. 

Press contact NeoDay: Flip Kloet, Marketing Manager 

Imagery: Available on request