Lloyds TSB launches sports loyalty programme

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By: Wise Marketer Staff |

Posted on June 30, 2006

Lloyds TSB launches sports loyalty programme

In the UK, Lloyds TSB Cardnet has partnered with European sports loyalty firm Reward to launch a cardless loyalty programme targeting sports - and football fans in particular.

The new cardless programme, developed with First Data, means credit and debit card customers who have registered for the service will not need to carry a plastic loyalty card to collect their reward points.

Earning points To collect points, cardholders simply register their payment card details with their favourite football club. Then, wherever they see the Reward logo at a participating Lloyds TSB Cardnet merchant, they earn varying levels of points based on the value of the goods they purchase. For every £1 spent with participating retailers, cardholders earn between 1 and 20 points (depending on the retailer).

Participating retailers already include men's fashion outlets, cinemas, pubs, off-licences, petrol stations, restaurants and DIY outlets, and the programme operators confirmed that more will be recruited over the coming months. Participating retailers currently include:

  • Carpetright group
  • Dixons Store Group (Currys.digital, Currys, The Link)
  • Arcadia Group (Burtons, Evans, Wallis, Dorothy Perkins, Topshop, Topman, Miss Selfridge)
  • Superdrug
  • SportsWorld
  • CineWorld

Burning points The points can be redeemed with the football club for a range of unique rewards (such as a half-time penalty shoot-out with players, signed memorabilia or a season ticket).

Gavin Dein, CEO for Reward, said: "Retailers who understand the passion that sports teams generate and the buying power of their fans now have the opportunity to attract new and loyal customers while encouraging their existing shoppers to shop more often."

Partnering clubs The Lloyds TSB scheme is initially being trialled with Aberdeen FC, starting at the end of June 2006, but will also be rolled out to other clubs across the UK starting in August 2006. Football clubs that have already confirmed their involvement in the programme include:

  • Aberdeen
  • Birmingham
  • Portsmouth
  • Queens Park Rangers
  • Manchester City
  • Burnley
  • Watford
  • Northampton Town
  • Hearts
  • Kilmarnock
  • Livingston
  • Motherwell
  • The Conference League (22 clubs)
  • Dein added: "Supporting football clubs is costing fans more and more each year. This cardless reward programme has been developed to pay for peoples passions. This isn't just about big clubs either; we have already signed up over 80 clubs from the Conference League to the Premier League."

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