Pub's loyalty cards pay off

A pub in South West London is reaping the benefits of rewarding customer loyalty with a club card scheme.

The Canbury Arms in Kingston upon Thames has just relaunched the Canbury Club Card. After paying a joining fee of around £30 members are entitled to discounts on everything they buy at the pub.

Within weeks of licensee Michael Pearson starting the scheme 18-months ago it had 250 members. New cards with magnetic strips are now being issued so everything customers buy is logged and the loyalty points are added up.

As well as five per cent off everything at the pub club members get other benefits such as discounts with affiliated local businesses, members events and access to a members area of the Canbury Arms website.

Pub manager Paul Howells said: "It came about because we have a lot of repeat customers and it's a community pub.

"It makes people feel part of the pub and for those who come more it presents a saving over time. It is good for us to give something back to the communty that supports us."

And the scheme has proved a huge success. Not only is the Canbury Club Card fast approaching 400 members but it has also coincided with an upsurge in sales at the pub.

Paul added: "We do a load of other events for the community as well, such as a local schools quiz night where parents compete and the money goes to the winning PTA."

And the success of the pub was recognised when it won the best new business award at the 2007 South West London Business of the Year awards.