A LOYALTY card offering deals at shops across Croydon is to be launched.
The Check Out Croydon scheme, which will be rolled out in late summer, aims to boost town centre trade immediately but, importantly, also help ward off any potential loss of business when the Westfield/Hammerson redevelopment of the Whitgift Centre gets under way.
Already signed up to the loyalty card are Fairfield Halls, Marks & Spencer, British Home Stores, McDonalds and Jury's Inn hotel plus a range of pubs and restaurants including Tiger Tiger, the Green Dragon, Bagatti's and Albert's Table.
Discussions are also well advanced with House of Fraser and Debenhams.
The scheme is being pioneered by Croydon Business Improvement District and Matthew Sims, its chief executive, said the aim would be to have 40 businesses on board by the time of the launch.
It has been born on the back of the Croydon Works card scheme which had 1,300 members before it was wound up last year.
Unlike that offer, however, this card will also be open to residents and visitors to the town and not just people working here.
The card will, however, be made available widely to major companies, allowing it to be distributed among staff.
People joining the scheme will be given a card which will be electronically scanned every time they visit member businesses, enabling them to take advantage of a variety of offers.
Businesses will be able to keep track electronically of the use being made of the cards to ensure they are making the right type of offers to boost trade.
The scheme will be free to BID levy payers but other traders wanting to join will be asked to pay £180 a year.
Mr Sims said Check Out Croydon had the advantage of being simple both for businesses and card users.
He said: "You get your card, you use it and you benefit."
That, he was convinced, would help the card trigger an increase in both footfall and business in difficult times.
He said the initial response from businesses had been very positive.
But he pointed out: "This is a long term project.
"We have to consider that the next five years are going to be challenging and businesses are going to need as much support as possible to drive footfall while the Westfield/Hammerson development goes ahead."
Mr Sims said there was a danger that shoppers may look elsewhere during the disruption caused by the development, not due to be completed until at least 2017.
And while they would inevitably return when the new shopping centre opened, Mr Sims said: "During this time people will be deciding whether to shop in Croydon or not.
"What we want to do with this card is improve the perception of Croydon and keep them here."
Summing up his ambitions, Mr Sims said: "Quite simply we want people to look at Croydon in a new light. We want people to come out of their place of work at lunch time, for example, or come into Croydon in the evenings and at weekends and support businesses by spending money locally."
