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Loyalty cards and the revitalisation of the town centre

Steve Worthington (Professor of Marketing of Financial Services, Staffordshire University Business School, Stoke‐on‐Trent, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 March 1998

Abstract

The context for this paper is the growth of the out‐of‐town superstore and the subsequent decline of the town centre. It examines the development of a town centre loyalty card programme in the town of Leominster and reports on both quantitative and qualitative research carried out to assess the results of this initiative and its prospects for the future. The paper comments on the criteria that other town centre loyalty cards must consider and discusses the options available for enhancement of loyalty cards in the light of technological developments and in the context of the role that they can play in the revitalisation of the town centre.

Keywords

Citation

Worthington, S. (1998), "Loyalty cards and the revitalisation of the town centre", International Journal of Retail & Distribution Management, Vol. 26 No. 2, pp. 68-77. https://doi.org/10.1108/09590559810206489

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited