Supercharging Retailer Engagement

It was one of those light bulb moments.

We had asked users of the town centre loyalty card: "how can the BID raise the card's profile and attract more retailers to join in?

Their response was clear - why not put up adverts around the town centre? We can then see what's on offer and where. It'll make the card more popular and then more retailers will want to join!

Obvious really.

While we had the locally branded app and website, (and yes some shops had placed scheme stickers in the corner of their windows), that was clearly not high profile enough.

So we went about developing digital advertising screens for Sutton Coldfield BID. These are interactive touch screens, which also print offer vouchers to cardholders: we call them VoucherPoints.

Each interactive VoucherPoint® kiosk has really helped raise the profile of the card in the town centre.

It has more than doubled consumer adoption, and usage of the card. This higher usage and greater profile has also attracted more than twice the number of participating retailers in the past few months.

The result has been a 125% increase in local retailer participation, in fact.


To see who is involved, from Nando's to House of Fraser, visit