RoadChef launches UK motorway services loyalty card

WM Circle Logo

By: Wise Marketer Staff |

Posted on February 21, 2005

RoadChef launches UK motorway services loyalty card

The UK-based motorway service area operator RoadChef has launched its trial run of a new loyalty rewards programme called 'roadcard', based on the GraphiCard thermo-chromic card from Visible Results.

The four-month pilot scheme will run at RoadChef's Strensham service area on the M5 motorway, and the Stafford service area on the M6 motorway. If the trial is successful, the programme will be extended to the remainder of RoadChef's 20 sites across the UK.

The GraphiCard is a thermal read/write card that has ability to dynamically change the printed messages within three sections of a special silver panel each time the card is used. This allows the customer to instantly see their current points total and view how many they need to collect before their next reward.

Points and prizes For the new loyalty programme, members will be awarded RoadChef discount vouchers for every 100 points they collect, with the ultimate prize of a European flight ticket being awarded after collecting 600 points. Customers receive 1 point for every £0.25 spent at any participating RoadChef. In addition to collecting points the customer is also given chances to win instant prizes by matching three symbols printed on the card.

RoadChef believes that the card will prove popular with its customers and encourage loyalty to its sites. Consequently the company hopes to increase its understanding of its customers and to be able to improve customer satisfaction.

Popular solution The GraphiCard has already proved popular around the world with customers of retailers and brands including Blockbuster, Body Shop, Budweiser, Virgin Music and BP Oil.

"This loyalty card offers our customers a far easier way to access the benefits of our rewards programme. Similarly, by accessing this new technology we can benefit by gaining a deeper understanding of our customers," commented Martin Grant, chief executive for RoadChef.

Advertising Advertisers will also get the opportunity to communicate directly with cardholders on the third section of the panel, which will carry adverts and messages from them.

For additional information: ·  Visit Visible Results at ·  Visit RoadChef UK at