1. Louth Town Centre Partnership Loyalty Card Schemes Mark Barnes THE OPPORTUNITIES AND PITFALLS OF LOYALTY CARDS

2. Louth Town Centre Partnership Loyalty Card Schemes Mark Barnes Any loyalty card scheme is one of a number of tools that make up a tool-kit that businesses can take from as they see fit to help themselves Matt Powell, Business Growth Manager, CPR Regeneration, Cornwall

3. Louth Town Centre Partnership The Pool Card Mark Barnes Started in 2003 To promote Welshpool Encouraging residents to shop locally Making more £££ for local businesses

4. Louth Town Centre Partnership The Pool Card Mark Barnes Benefits to shoppers Free card and easy to obtain Saved shoppers money Encouraged people to shop locally Feel good factor in supporting the local economy Exclusive offers for Pool Card holders New businesses joining bringing new opportunities

5. Louth Town Centre Partnership The Pool Card Mark Barnes Benefits to participating businesses Monthly updates, directories and posters for display in shops Business contact details in approximately 37,000 printed media Access to special Pool Card events Free inclusion in monthly e-newsletters Discounted advertising rates Website promotion Business to Business networking opportunities Gift vouchers

6. Louth Town Centre Partnership The Pool Card Mark Barnes What did it achieve? 12,000 card holders 170 business participated Nationwide recognition Turnover of £100,000 in first 12 months

7. Louth Town Centre Partnership The Pool Card Mark Barnes So where did it go wrong? Too expensive for business at £2.69 per week Businesses paying twice – pay to join the Pool Card and then giving shoppers money off discounts Business claims that shoppers were not using the card so why participate Shopper doubts about the card wheres the catch? Shoppers forgetting to use it! Lack of understanding by shoppers, local authority and business chamber

8. Louth Town Centre Partnership The Pool Card Mark Barnes Lessons learnt No matter how good the idea dont expect universal support Businesses are too busy to whole heartedly work with the scheme Expect apathy and work with it If its free wheres the catch? Fear of data collection High Street businesses can be complacent about their location

9. Louth Town Centre Partnership The Pool Card Mark Barnes and Im doing it all again………! Key points to consider Start telling the story months in advance Create a strong partnership with the local press Find a way to communicate with businesses Set up networking events and secure buy-in ahead of the launch Consider starting with a low cost voucher scheme to get businesses used to discounting Dont take it personally!

10. Louth Town Centre Partnership The Pool Card Mark Barnes Any questions? mark.barnes@e-lindsey.gov.uk 07917 628149