This presentation introduces the aims for the 2014 project to introduce a smart-card loyalty scheme to the town of Deal in Kent, UK. Deal has Britain's High Street of the Year 2014, but business is fragile everywhere and needs help. To assist, we're developing a scheme that offers identity, unity and clarity to all independent businesses and their customers throughout the town. Our aim is to grow the town's overall economy.

1. The DEAL CARD
!
Together We’re Stronger
Presentation 31st January 2014!
Mark Goldfinch
The DEAL CARD
3Deal

2. This Morning
✦ Welcome & Introductions!
✦ What is The DEAL CARD?!
✦ What are the problems we aim to solve?!
✦ How does it work for businesses?!
✦ How does it work for card-holders?!
✦ A not-for-profit scheme!
✦ Implementation & Timescale!
✦ Q&A and Discussion
The DEAL CARD
3Deal

3. The Team
Chris West, Town Innovations!
James Tillitt, Astor Theatre!
Freddie Middleton!
Mark Goldfinch MA, 3Deal!
Tony Hogben, MT Studios!
Charlie Lawrence, designer!
Cllr Eileen Rowbotham!
Cllr Mike Eddy!
Sponsors!
Supporters
!
!
… and the communities of!
Deal & Walmer
!
The DEAL CARD
3Deal

4. Deal isn’t a small town!
The DEAL CARD
3Deal

5. What is ‘The DEAL CARD’?
✦ It’s a loyalty card scheme;!
✦ Similar model to the successful scheme running in
Whitstable and Herne Bay since 2009;!
✦ Aims to use best practice;!
✦ Smart with technology and social media;!
✦ Beneficial:!
✦ for businesses; !
✦ for card-holders;!
✦ for the town.
The DEAL CARD
3Deal

6. Sceptical?
✦ Hasn’t this been tried before?!
✦ Aren’t there lots of these schemes?!
✦ Aren’t these things expensive to set up?!
✦ ... and expensive to run?!
✦ Do they actually work?!
✦ Don’t they just reduce revenue?
The DEAL CARD
3Deal

7. What’s the problem we’re trying to solve?
✦ People want to know what to expect:!
✦ At Tesco, Westwood Cross, Waitrose, people know;!
✦ Not as clear in Deal and Walmer;!
✦ Shoppers are increasingly sophisticated.!
✦ ‘Loyalty card’ is a generic term;!
✦ Less about ‘loyalty’ (although that’s crucial);!
✦ More about identity, unity and clarity.
Identity
The DEAL CARD
Unity
Clarity
3Deal

8. Growing Deal’s Total Market
✦ Capitalises on Deal High Street of the Year Award!
✦ Ties outlying businesses to the award-winning
core:!
✦ eg, Upper Deal, Mill Hill, North Deal, Upper Walmer;!
✦ Achieves economies of scale in marketing;!
✦ Protects and grows the overall market for all
independent businesses (not just retail);!
✦ Reaches beyond Deal to influence visitors’ choice
of destination before they travel (coach and train
companies; tourists);!
✦ Influences choice; rewards choice
The DEAL CARD
3Deal

9. The DEAL CARD
!
Together We’re Stronger
Deals in Deal for Deal
The DEAL CARD
3Deal

10. Working for Businesses 1
✦ All types of independent business, not just retail;!
✦ Deal Card suitable for new or existing offers: !
✦ Individual businesses have total discretion;!
✦ Can focus on using it to push ‘shoulder’ or seasonal
lines, not their premium lines;!
✦ Can run their 10% offers to push ‘quieter’ days;!
✦ Use it to assist their business!
✦ Adds to their marketing mix (absolutely free)!
✦ Saves on their website and social media effort
The DEAL CARD
3Deal

11. Working for Businesses 2
✦ Businesses can use the discounts to educate and
inform people about new or side offerings;!
✦ This helps with ‘on-sales’; !
✦ The scheme creates economies of scale that benefit
all businesses with their:!
✦ marketing!
✦ branding !
✦ information!
✦ data collection
The DEAL CARD
3Deal

12. Working for Card-Holders 1
✦ 2 levels of scheme for card-holders:!
✦ no requirement to change
Deal Card
Registration
Form
Deal Card
Registration
Form
Starter
Deal Card
Starter
Deal Card
The DEAL CARD
Deal Card
Registration
Form on Website
Registered
Deal Card
3Deal

13. Working for Card-Holders 2
✦ Ubiquitous: we want people to use the cards;!
✦ Adults and children;!
✦ Not just locals, this is to encourage visitors too;!
✦ Sent to coach companies; ferries; railway stations;!
✦ Available from shops, B&Bs, hotels, restaurants, pubs;
golf clubs; tourist information; East Kent Mercury!
✦ The more you use it the more you save;!
✦ Caché/Pride
The DEAL CARD
Starter
Deal Card
Registered
Deal Card
3Deal

14. Working for Card-Holders
✦ Nobody penalised for keeping their starter card;!
✦ Registered card-holders get:!
✦ Newsletters;!
Starter
Deal Card
✦ Other benefits*;!
✦ Entry into competitions*;!
✦ (Eventually) Points to accrue;!
Registered
Deal Card
✦ *Many marketing opportunities for businesses
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15. Not-For-Profit
✦ Some administration time is required;!
✦ Run by part-time volunteers;!
✦ Set-up printing and website costs;!
✦ Ongoing printing; hosting and development;!
✦ Monetised purely in order to cover costs;!
✦ Any future surplus spent improving the scheme;!
✦ The project is geared for the long-term.
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16. Implementation: Spring 2014
✦ January!
✦ 31st January: preview presentation for supporters!
✦ February!
✦ Public tendering and consultation!
✦ March-April !
✦ 6th March: introduction to businesses!
✦ Material printed, published and distributed!
✦ Public alerted via promotional campaigns!
✦ May!
✦ 5th May: public launch date
The DEAL CARD
3Deal

17. The Future
✦ Become a beacon:!
✦ Aim to be the best loyalty scheme in the UK!
✦ Develop a points system for card-holders:!
✦ eg Nectar, Costa Coffee, points = currency;!
✦ Premium membership layer for businesses (paid).!
✦ Ability to offer extra advertising, eg in newsletters;!
✦ Links to Deal Community Radio for feature advertising;!
✦ Access to customer information and points (targetted);!
✦ Smartphone app for businesses and card-holders;!
✦ Regular promotional refresher events.
The DEAL CARD
3Deal

18. The DEAL CARD
!
Together We’re Stronger
Q&A Session
The DEAL CARD
Collec
t your
DEAL
on yo CARD
ur wa
y out!
3Deal