Gloucester Relaunches City Loyalty Program Amid Decline in Shopper Numbers

A city loyalty initiative has been relaunched as local businesses report difficulties in attracting customers. Spearheaded by the Gloucester Business Improvement District (BID), the Mi Rewards program offers residents discounts on products and services, complimentary experiences, and reduced-price gift cards. Participants can accumulate points at both major national brands and independent local businesses. Kate Lankester, owner of Bizarre on Westgate Street, expressed her hope that the scheme will encourage more people to visit the city centre, following a reduction in visitor numbers since the Covid pandemic. Ms. Lankester, whose establishment is an alternative clothing and gift store that also provides piercing services, stated that “footfall never picked back up again” after Covid. She further noted, “There are lots of different offers on there to suit different people, from offers on body piercing with us, to money off Gloucester-themed merchandise at the museum.” Among the national brands in Gloucester where Mi Rewards users can earn points are Wagamama, Waterstones, The Entertainer, Primark, Tesco, River Island, Marks & Spencer, and McDonalds. For those wishing to support independent businesses, points can be earned at The Candle Tree, Hetty’s Place, Greek On The Docks, Gloucester Brewery, Chez Rose, Bizarre, and Bangkok Canteen. Mi Rewards is accessible online and through a dedicated application, and joining is free of charge. The system functions by linking to users’ standard payment cards, automatically awarding points when these cards are utilized at registered businesses within Gloucester. Emily Gibbon, the manager of Gloucester BID, highlighted the program’s ease of use. She explained, “You simply register the cards you use to pay and that’s it, no remembering loyalty cards or having to ‘do’ anything extra at the till other than pay.”