Here's the letter from Mrs. Adams:
Those businesses that opened two Sundays
ago for the Taste of Tonbridge day did exceptionally well, with reported
crowds in our town centre of over 20,000.
I was surprised how many shops managed to find
window space to advertise a show in Tunbridge Wells that was on at
the same time, but not for this event that would keep the public in
Tonbridge.
To build on the Taste of
Tonbridge success, the Town Team aim to launch a Tonbridge Loyalty
Card on 1st October. A basic overview of the scheme is as follows (N.B.
IT IS NOT A DISCOUNT SCHEME) :
- Cards are given out to
shoppers at no cost (available from various locations in the town, from
participating traders, shops, businesses)
- Participating shop,
businesses, traders each have a unique Tonbridge rubber stamp
- Every time someone
spends £10, their card is stamped (maximum of 3 cards/18 stamps in
any one spend) - if participants collectively felt a £10 spend was not
enough, or indeed too much, this could be tweaked
- Once a card is full (6 stamps in total) shoppers then
"post" the completed card into prize boxes - these would be
hosted at various town locations.
- Once a month there will be a prize draw, the
owner of the winning card is issued with £50 of Tonbridge vouchers (issued
in various denominations) to be redeemed in any of the participating shops
and businesses.
- How the redemption works - for example someone buys a
bike from you and has £50 of Tonbridge Loyalty vouchers - you would
validate the vouchers and deduct £50 from their spend. You then
return the validated vouchers to the Town Team, who in turn refund you
£50. Therefore even though the vouchers have been redeemed in your
shop, you are not at a loss.
That in a nutshell is how the proposed scheme
would operate (there would have to be a set of rules and standards, ie any
winning card agrees to have their picture in the local press, as a prize draw
with no visual winner is not good promotion for the scheme) - it's not
a discount scheme and businesses are not actually giving money away to
customers, it's all about promoting shopping and using local shops
and businesses and a networking means for participants. There
would be advertising in the local paper with a photo of the monthly winner
being presented with their vouchers by a participating business, and underneath
the article (how this works elsewhere) a list of the participating businesses.
The cost to each participating business would be
£50 a year, and for this each would be issued with a unique Tonbridge rubber
stamp, cards to go in their window and by the till, and also a number of
cards for giving to customers for stamping. The scheme would run January
to December, so anyone joining in the first year would get 15 months
for the price of 12 (ie October 2013 to December 2014).
Nothing is set in concrete. The prize draw
figures could be altered and if the scheme grew we could then afford to have a
number of monthly draws, a bumper month or could decide to say put on a late
night shoppers event etc etc Also this type of scheme is not limited just
to High Street shops, we see it including all town trades, shops and businesses
in Tonbridge.
Members of the Town Team will call on you
shortly to request your involvement. Any
questions, please do not hesitate to ask them, or email me.
Kind regards
Susan Adams