Since launching the UK’s first gift card programme for Towns and Cities in 2015, Miconex have been working with place managers and high street businesses to develop a way to reward local residents for supporting their High Streets. Mi Rewards use the data to build a picture of how these residents use their town or city and develop new communication channels for the participating places and individual businesses. Better understanding of how places are used by local residents helps to prioritise how capital investment and business support can be best targeted to develop vibrant places.
Mi Rewards is a revolutionary, place-centred loyalty programme that rewards customers for spending money locally, in registered businesses, on public transport and for healthy lifestyle options such as walking and cycling. Using payment-linked technology to automatically generate data every time a customer spends with a linked card, this eliminates the need for consumers to use loyalty cards or apps, reducing barriers to participation.
The resultant data enables a new understanding of how individuals interact with a town or city and provides a framework to measure the impact of different interventions on consumer behaviour.
Having tracked over a quarter of a million pounds of consumer spend in Perth, since its launch in September 2018, Mi Rewards is now set to launch in Enniskillen and Gloucester, supported by the Business Improvement Districts.
Enniskillen already partner with Miconex to deliver their successful gift card programme and saw the benefits of enhancing this programme with Mi Rewards, to provide a deeper understanding of the way that residents use the town centre. Mi Rewards also allows local businesses to build a relationship with customers who actually spend money with them, through the Mi Rewards communication channels and importantly to understand who is not spending with them.
Noelle McAloon, Enniskillen BID Manager says,
“The Enniskillen Gift Card has been an amazing success story in the island town of Enniskillen. People have really embraced the concept and our registered businesses are reaping the benefits. It also provides us with a powerful marketing tool for the town. Enniskillen BID benefit from the data received from the Gift Card programme. We are looking forward to establishing Mi Rewards Enniskillen as this will truly reward shoppers who choose to purchase in-store and who choose to enjoy and support our town centre. “
With the UK Digital Retail Innovation Centre (UKDRIC) officially launching in Gloucester earlier this year, the team at Gloucester BID were keen to explore how the Mi Rewards data and digital channels would be able to support their local businesses. Meetings with key stakeholders and travel partners are underway to ensure that data from the programme is available to help shape local decision making as quickly as possible. They are also joining the 30 plus places that offer a gift card programme.
Emily Knight, Director of UKDRIC comments,
“Gloucester is delighted to be taking part in this smart city rewards scheme. This new loyalty programme and gift card allows us to build on the digital ecosystem that we have developed in Gloucester with the UK Digital Retail Innovation Centre. By rewarding and building relationships with consumers, businesses will be better able to respond to the changing face of the high street.”
Colin Munro, Managing Director, Miconex is keen to see what data will be gathered from the partnerships with both Enniskillen and Gloucester.
“Gloucester and Enniskillen are very different places and along with the data that we already hold from consumers in Perth we hope to start to see if patterns emerge in consumer behaviour across different locations. As more places become part of the Mi Rewards programme the data will become richer and will allow us to work with place managers to understand how best to support the local communities and businesses that are vital for healthy high streets and our economy.”