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Barclaycard’s 12 million credit-card holders could soon be offered monetary rewards if they use their card to buy from retailers that work with Barclaycard.

Barclaycard look to be moving into direct competition with the major loyalty card players such as Nectar and Tesco Clubcard and with both of these schemes fully enbedded into the shopping community, this could be a big task.

However, Barclaycard chief executive Antony Jenkins believes that if they do launch the scheme, shoppers will benefit by receiving rewards from many retail outlets which work with Barclaycard, up to 90,000 of them in fact, varying from online shopping websites to a local takeaway or restaurant. All simply by making their usual purchases with their Barclaycard.

Like any business looking to operate a loyalty card scheme, it will need to be simple and convenient for customers. In fact, it will need to be simplicity itself and make full use of available technology to make it totally electronic and instant for the card user.

Mr Jenkins said to Retail Week:

“This is about supporting the high street – it will make connections between our card holders and our retailers. For customers, they are getting better value on their usual spend. For retailers, it’s about giving them a competitive edge in a difficult market by driving greater footfall to their stores.”

A six month trial in a branch of Albert Heijn in Breukelen, near Amsterdam whereby shoppers were able to pay for their purchases by fingerprint is not going to be taken forward.

More than 50% of supermarket transactions are made by debit/credit card in the Netherlands and the trial actually proved popular with the 580 participants who were able to pay for their purchases using their fingerprint rather than swiping their cards.

This was the first trial of its kind in the Netherlands and even though the consensus of those taking part in the trial was that they much preferred to make their purchases using their fingerprint rather than credit, debit or loyalty cards, it has been decided not to progress the initiative further.

Reasons quoted for not continuing with the scheme included issues surrounding security and the increased possibility of fraud. In fact, during the trial, one security expert managed to make purchases using another person’s fingerprint.

Whilst there is nothing to suggest that the introduction of such schemes in the UK would highlight similar weaknesses, such trials do alert people to the fact that fraud is still possible even when fingerprints are used.

It doesn’t even need to be used in connection with for paying for goods/services. The introduction of fingerprint scanning to access to business premises, particularly those requiring heightened security is increasing in popularity.

All too often, people complain that the few in power, namely those that make the executive decisions which affect the majority, do not listen.

After all, it is through nothing but hard work and brave decision making along the way probably, that have helped these executives get to their current positions and they may feel that they have earned the right to make those decisions without consultation.

Occasionally however, the majority manage to get themselves heard and the powers that be do actually listen.

The Birmingham Mail recently reported that council bosses planning to raise the cost of golf around the city by 25% at its seven courses caused outrage amongst players and the papers’ readers.

So much so that city leisure boss Councillor Ray Hassall has reconsidered the councils plans and announced a range of cut-price, free offers and the introduction of a loyalty card scheme to help encourage people to start playing golf rather than imposing such hefty price increases.

It appears that whilst the council needed to put financial strategies in place to help recover the massive £750,000 shortfall in income against operational costs at the municipal courses, they have listened to local residents and now hope to cut the deficit by boosting attendance on the golf courses by cutting costs and hoping for an extended period of warm weather.

Whilst far too early to judge whether their strategy will work, the about turn offers hope that decision makers are starting to listen to both their people and customers.

Rewarding loyalty is an essential key to developing long-term, profitable customer relationships. It also makes good business sense.

Choosing the right incentive programme is an effective way to encourage brand commitment from your customers and get your customers to buy more.

When it comes to running promotion exercises to influence consumer behaviour, you need extensive knowledge of your market and customers in order for it to really make a difference.

You need to have done your research and know your existing customers’ purchasing preferences to effectively manage such marketing activities.

Loyalty cards can be used to issue rewards for customers regularly purchasing from you. It enables you to define the criteria against which rewards are given to your cardholders and can provide you with valuable management information regarding customer buying habits and card redemptions, helping you to tailor and improve future promotions.

There is nothing to stop you even linking promotions. For example, you could incorporate promotions using the coding on product wrappers or packaging by getting consumers to send these codes by SMS or enter them into a website to find out if they’ve won a spot prize.

Again, you are collating more information and contact details of your customers opening up further channels of communication for future promotional activities.

Most people that go into supermarkets to buy food etc. do not know that layouts are deliberately designed to tempt customers into spending as much as possible.

Millions of pounds are spent in research onto the psychology of shoppers with the outcomes clearly visible in the way supermarket shelves are arranged and products displayed.

Being aware of the tricks used will go some way to helping you monitor your spending and stay within budgets.

Why supermarkets are all generally laid out the same way?

The area immediately inside the entrance of a supermarket is known as the “decompression zone” where even regular shoppers tend to slow down and have a look around. This area is not considered particularly profitable and is used more for promotions.

Why are the basic foodstuffs always miles away from the entrance?

Items such as bread, milk, and eggs are the most commonly purchased items so supermarkets position them to the rear of the shop in the hope that you will spot other items of interest on the way and purchase them as well.

Why are in-house bakeries in more shops now?

It’s because research has shown that the smell of freshly baked bread makes people hungry and hungry people are more likely to buy more food items.

Why are more expensive items usually at eye level and the cheaper items lower down?

Retailers refer to the “moment of truth” which is when people finally decide what to buy and reach out for it. Suppliers vie for the better positioned spots on the shelves and supermarkets drive hard bargains, particularly for those popular end sections of shelving.

Sweets and chocolate bars are placed near checkouts to encourage impulse buying especially for those customers accompanied by children.

What do they use information pulled from loyalty cards for?

It is well documented that loyalty card schemes are an excellent marketing product and can increase sales. Currently most say that the information gathered is for statistical purposes to enable them to compare sales and keep them better informed what people are buying helping them maintain effective stock control.

Lanyards, by definition, are a rope or cord used to attach two articles.

Our lanyards, on the other hand, are commonly used to fasten ID cards, access control cards and event passes to a wearer . . . and printed lanyards are offer the perfect way to promote a company, product or service.

Lanyards come in assorted materials, colors, widths and with a variety of fastening devices, all determined by the purpose of the lanyard. They are constructed of flat, round, tubular, woven or bamboo material.

Our lanyards are printed with company names, product names, promotional messages and a wide variety of other information, whatever is desired (governed by propriety and within reason, of course), the primary purpose of which is an advertising display.

Lanyards are an inexpensive, cost-effective means of getting the message out in the public eye.

Security is becoming such a major concern for schools that many are now starting to insist all pupils wear identification cards while attending class or a school event.

The identity card contains the student’s picture that is attached to a safety neck lanyard. Whilst students look more like employees in a business firm, it makes identification of students far easier in the event of an incident.

It may not always be possible to secure 100% compliance with such directives immediately but if companies and schools involve those that will be required to wear them in the design of the ID card and the lanyards, they may be able to secure better “buy-in.”

When introducing such schemes, ensure you set realistic compliance targets, particularly in the early days following implementation. Equally ensure you have procedures put in place that are well publicised for those that fail to comply.

Make disciplinary procedures clear, concise, fair and above all, applicable to all – do not allow exceptions otherwise the introduction of such schemes will be valueless.

In the first instance, it would be best to endeavour to work with those that fail to comply to help them adapt rather than go down the disciplinary route from day one.

If you are introducing this initiative to people not yet old enough to work, perhaps explain that they will have to get used to wearing such forms of identity as most employers require workers to wear ID badges.

One of the most popular methods for carrying the computer storage device, USB drives, is attaching them to lanyards.

Also known as flash drives, the latest craze in computer storage is so convenient and small that it has more or less become a fashion accessory.

The drives come on key fobs and in such a variety of novelty designs and colours, the bounds are virtually limitless. There is even a website which shows you how to customise your flash drive.

With technology advancing so quickly, the capacity of these miniscule memory sticks is increasing whilst the costs are dropping making such products very, very affordable.

There are some excellent tangible benefits available to those looking at novel ways to extend their marketing and increase business awareness.

It is worth exploring the possibility of giving memory sticks away at trade shows or to some of your customers attached to custom designed lanyards. You can copy details of your latest offers and promotional materials onto the sticks which your potential or existing customer can download later.

Please be careful however to make sure that the content is not offensive or age restrictive without including a warning if this is the case, otherwise you could cause more damage than good.

ID badge holders come in a variety of designs and colours.

Promotional ID Badge Holders are particularly popular enabling businesses to incorporate their own company’s Image.

There are so many designs and models available that it is unlikely that any business would not be able to find one that meets their needs.

With the possibility of being able to have one customised to your own design, businesses looking to make use of such promotional opportunities will find something to suit.

Badge holders are available in retractable, clip on, hard plastic and many other materials.

They can be specifically designed for holding mobile phones, wallet style for trade shows etc. and can be attached via badge holder lanyards and neck badge holders with wallets for example.

At trade shows, it is important to ensure that those manning your stand and representing your company are easily identifiable as such. Get them to wear clothing of similar style and provide them with promotional customised badge holders, even if the trade-show-sponsors already provide all attendees with convention ID holders.

Ensure your people display good quality ID badges, badge holders and lanyards, all of which exude quality and therefore display your company as a quality supplier/manufacturer.

Feel free to offer good quality promotional materials to visitors and potential customers that they could refer to later and remind them of the products/services you offer. Don’t forget to include your name and contact details.