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New loyalty scheme launches to boost sales in Guildford town centre

In a bid to drive retail sales and encourage people to spend more leisure time in Guildford, the town’s business improvement district, Experience Guildford, has launched a loyalty card to reward workers based in the town.


New loyalty scheme launches to boost sales in Guildford town centre

The free card, developed by loyalty marketing specialists Footfall123, has been handed out to all staff working in every retail and leisure business in Guildford town centre. Cardholders are able to present the cards, each of which has its own unique barcode, to businesses within the BID to receive an offer, promotion or discount.

In addition to driving sales and rewarding workers for shopping local, data collected from the use of the cards can be analysed by Experience Guildford to build a clearer picture of the demographical structure of workers in the town as well as their shopping habits. 

*Strategies to identify and develop the loyalty of your customers through building trust and engagement, whilst achieving maximum ROI is the theme of the Retail Bulletin's one day, 4th Customer Loyalty Conference in London on June 12th 2013. It's a great chance to network with your peers in a relaxed, learning environment. Click here for the programme and registration.

The Privilege card introduction comes after Experience Guildford spent over a year consulting with retail and leisure businesses about what improvements could be made within the town centre, which resulted in Guildford becoming a BID.  The Privilege card launched with 14 different offers, including those from McDonald’s, Sunglass Hut, Millie’s Cookies and a number of independent retailers, with discounts of up to 50%.

Kirstie Gattner, project manager for Experience Guildford, explained: "Although it is early days the Privilege card has already been exceptionally well received by businesses in the town centre. We wanted to show that we are working to deliver real improvements within our first few months of being a BID, and this was a great way of giving our BID businesses another platform to shout about how great they are, as well as offering them and their employees another reason to spend time and money in Guildford."

Ben Chesser, founder of Footfall123, added: "Loyalty cards are an ideal way to reward customers for their support and in Experience Guildford’s case also an easy and effective way to track behaviour and use this insight for greater good. Although only in the initial stages of launch, we wish Experience Guildford every success with the scheme."


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