Shopper loyalty app Jisp is to lose its longstanding managing director, Ilann Hepworth, with Jisp subsequently announcing a ‘change in strategic direction’.

Sources told Better Retailing Hepworth was to depart following five years at the company. The claim was later confirmed by Jisp, which said it had made ‘the decision to review the strategic growth plan and structure of its business to ensure it was best placed to continue to grow in today’s competitive business environment.’

Describing the review, a Jisp spokesperson told Better Retailing: “A clear strategy was defined identifying five pillars of growth and how to develop the business around these core principles. To support that plan a new management and business structure has also been designed and implemented at Jisp.”

Hepworth’s time at Jisp saw the company grow from being focused on acting as a grocery delivery platform for local shops to being a supplier-backed ‘Scan and Save’ shopper and retailer rewards scheme. Over the period, it grew from a handful of partnered stores to more than 1,000 and also launched a wholesale version of Scan and Save – providing retailers with exclusive deals at partnered cash and carries. Better Retailing understands Hepworth is pursuing other projects.

Mike Baillie, Jisp’s advertising sales director is also leaving to take up a new role at the Federation of Wholesale Distributors. Jisp’s Matthew Wilkinson is to now lead the company’s brand sales team. Before Jisp, Wilkinson held senior positions at digital and outdoor advertising firms XR Extreme Reach and JCDecaux

Baillie previously held senior positions at the Fed and Better Retailing’s publisher Newtrade Media. At Jisp, he helped win the support of major suppliers a move that delivered greater deals for shoppers and helped grow sales in partnered stores. In a statement announcing his departure,, Baillie said supporting local shops in ‘an increasingly competitive environment’ had been ‘incredibly rewarding.’

Jisp extended its thanks to both senior figures for their work.

Despite Jisp’s success with shops and their customers, it faced a setback this year when Nisa backed out of a long-term partnership. Over the past year, Jisp’s rapid expansion also made it a victim of its own success. Better Retailing understands the cost of the firm bankrolling discounted offers in stores increased as it onboarded more stores, creating short-term cash flow issues. Jisp said it has now secured additional investment and the challenges are now resolved.

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