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PENZANCE LOYALTY CARD SCHEME

Supported by: Penwith District Council Penzance Town Council and Penzance Chamber of Commerce

Penzance Chamber of Commerce and Penwith District Council agree that in the current economic climate it is increasingly important that support is given to businesses, especially local independent businesses, to ensure their continued viability thereby protecting employment and the range of local retailers and service providers. As a result the scheme will be launched on Saturday 24th January 2009.

The objectives of the loyalty scheme are to:

• encourage collaboration between local businesses to develop a more attractive offering to current and potential customers, to help drive business growth
• increase the number of customers using the businesses in Penzance , their frequency of usage and spend per head per visit
• grow the share of the area shopping and leisure market achieved by Penzance – to build the Penzance ‘brand’ amongst existing local and potential customers
• provide a benefit to the local community by developing a vibrant and attractive environment, which will have a beneficial effect on inward investment
• contribute towards a healthy labour market, improve employment prospects by stimulating the business economy, improving the attractiveness of existing businesses and the area
• contribute towards providing an attractive retail environment to a wide range of people from across the area, to attract more of them to use the area on more occasions
• an enhanced sense of community and loyalty towards the area

What is the Penzance Loyalty Card Scheme? Loyalty card schemes are currently operating in Camborne and Falmouth to good effect, participating businesses report that they have seen an increase in trade and also an increase in repeat customers.

To the Card-Holder, it is a discount card, issued free of any charge, that then offers holders discounts and special offers at various businesses and shops throughout Penzance that are participating in the scheme. Card holders will be advised and updated of the discounts available and the new business members, via advertisements on the Chamber of Commerce Page in the Cornishman, this web-site and posters in the members' shop windows.

To the Member business, it offers increased sales; increased exposure via a local newspaper; a newsletter; the web-site; networking and of course word-of-mouth recommendations. Member businesses will be able to set their own level of benefit, (examples are: 5% discount; 10% discount; coffee refills; free glass of wine with a meal for two and so forth). Businesses will also be able to vary benefits as well as including special offer promotions and so forth.

How will it work? Holders of the card will produce it on purchase, at any of the participating outlets and be given the appropriate (current) discount/benefit.

Penzance Loyalty Scheme: Advantages of businesses joining

• Increased sales through greater exposure for businesses
• In the local paper (The Cornishman)
• The Penzance website www.penzance.co.uk
• Posters in shop/business windows.

The following, show the range of benefits:

1. The Web-site: Your listings in the main business sections of this website - Shopping, Commerce, Eat & Drink, etc. - will identify you as a Member of the Scheme and a link will take the user to a listing of ALL Members of the Scheme, showing the discounts/benefits that are offered. If you already have, or now sign-up to take, a Featured Listing on Penzance OnLine, a link will be provided from your listings, including that on the Penzance Loyalty Card Scheme pages, to your own website. You will be contacted separately about this.

2. Advertising:  Regular advertising of the Penzance Loyalty Scheme’s participants on the Chamber of Commerce Page in the Cornishman along with the discounts/special offers that you are offering.

3. Networking:  Via the web-site and monthly Chamber of Commerce networking meetings. If there are services and/or facilities you want to promote to other local businesses who are members of the scheme, this will be the place to do it – pro-active initiatives for pro-active members.

For example – providing meeting rooms, quality carpets, business and personal financial services, suits for the office, catering services, all sorts of business to business advice. There may be ways this can be expanded, for example attending Penzance Chamber of Commerce meetings and/or others, promoting YOUR business and looking for new participants. 

4. Card-Holder database: A database of all the card-holders will be kept and will be available to every participant/member (subject to individual approval of card holders) to use for their own marketing purposes.

This will be a very useful list of people who would shop in Penzance as their first choice, that you as a business can contact direct, to promote your individual products and services. 

How to join the Penzance Loyalty Scheme 

For Consumer/Customer Card-Holders  

Pick up your Introductory Brochure/Membership Card pack (1 x A4 flyer about the scheme, a list of participating businesses, 1 x A4 application form and the card itself) from any of the participating member’s retail outlet, complete the registration form, hand to the member and start shopping at a discount.   

New Member Businesses

Contact Penzance Chamber of Commerce, who manage the scheme, (via post or email), they will then send you an application form to join the scheme and also the Chamber of Commerce. Businesses will not be required to join the Chamber of Commerce to participate in the scheme but those who do not will be unable to avail themselves of the benefits of Chamber membership.

If you would like to join the scheme, please complete the application form below and return it to the address shown on the form.

If you have any questions please contact Mike Waters (Chairman, Penzance Chamber of Commerce) on 01736 762888 or 07702 365681