AMT Public

The North Yorkshire Shop Local Seminar in Knaresborough attracted interest and delegates from across the country. Towns gathered to hear about the successes and problems of existing loyalty schemes and shared ideas and plans for starting or expanding schemes in their own towns.

The seminar, on Thursday, 25 February, was organised by the North Yorkshire Towns Alive Programme – a collaboration between North Yorkshire County Council and Action for Market Towns, supported by the Big Lottery Fund Click here for a detailed programme and event information.

Cath Grimsey kicked off the day by explaining how and why she had developed shoplocalNY, which had started in Bedale in 2009 but rapidly spread to other towns in North Yorkshire. The project model involves a website, membership and loyalty cards linked to discounts and special offers. There are currently 190 business members and nearly 10,000 cards have been distributed (sold).  Cardholders can claim promotions/discounts on goods and services from any member shop or business while the business directory on the website promotes ‘hidden gems’ on the local High Street. Click here to read Cath’s presentation.

Chris Windridge then presented the experience of Caterham Shopsmart. Although Caterham’s loyalty scheme only began in August 2009, over 1800 people are now members and 50 shops and local businesses are now part of the scheme, which continues to expand. The scheme offers free cards to the public, who register basic details in return to get one. The free aspect is aimed at reducing barriers to entry for shoppers. Click here to read Chris’s presentation.

The third presentation of the morning was a frank and open portrayal of the potential pitfalls of loyalty cards by Mark Barnes, Town Centre Manager Louth. Mark has been working with loyalty schemes for a few years, working with various towns and organisations such as the Civic Trust. Click here to read Mark’s presentation.

After tucking into a delicious buffet of local produce, the delegates split into three groups to consider the issues involved in setting up or expanding a shop local scheme in their own towns, before returning to the plenary and the opportunity to question the panel of speakers.

The day concluded with a presentation by Hannah Bowden of amti who presented the main findings of her recent research project into the role of loyalty cards in market towns. The research looked at a variety of schemes and considered issues ranging from the reasons behind peoples’ different approaches and methodology, to costs and funding sources and the collection of customer data. Click here to read Hannah’s presentation.

If you have got questions about starting a shop local scheme, why not check out our North Yorkshire Shop Local online forumwhere people experienced in developing and running loyalty card campaigns are ready to answer your questions.