The British Red Cross is rolling out a points-based loyalty card programme in its retail outlets, claimed to be the first such scheme in the charity sector.
After running a pilot in 2011, the humanitarian aid organisation is now urging customers at its 320 shops around the UK to sign up to the Give & Gain card.
The programme is being handled internally, through the Red Cross’ EPOS till system and allows customers to gain points in exchange for their purchases and to add Gift Aid to their donations easily.
Each pound spent earns one point and customers will be given vouchers according to the number of points gained. These can then be used in the shops or donated back to the Red Cross.
New Give and Gain customers can get 10% per cent off their first purchase, plus the chance to earn double points in their first week on the scheme.
The charity hopes the scheme will attract new customers to its shops, which last year made £6m.
Miranda Bradley, retail development manager at the Red Cross, said: “Our shops have a loyal customer following and it is important to make them feel special.Without the loyalty of our regular customers, we simply wouldn’t be able to reach people when they need us most.”
