Standard loyalty card — ‘good idea too late’
By Andrew Grant-Adamson • Sep 30th, 2007 • Category: Journalism, NewspapersPeter Preston raves about the Standard’s new Eros reward card in his column in the Observer today. It is a prepayment card that works like Transport for London’s Oyster and will provide invaluable information on readers who get a discount of at least 20% in return.
It went on trial at Waterloo last week. But I have a feeling it is a good idea too late. We already have to carry too many cards, loyalty, credit, debit, security, library, driving licence…
I suspect the East of England Co-op has been meeting resistance, constantly putting off the day when it insisted on swiping a membership card instead of giving a number. Today, they started demanding the card which I will have to remember every time we run out of milk. It takes longer when people have to search their purses for a card, the woman on the check-out told me this morning.
The trend may well be turning against multiple cards. Travel through Canary Wharf at the moment and you cannot miss the fact that Barclaycard OnePulse is offering a card which includes Oyster, allows purchases of under £10 by simply waving the card at a terminal but insists on a pin number when more is spent.
According to Preston, the Times and the Standard’s sister, the Mail, have also been experimenting. But my guess is that the future is in combined cards rather than in an inch-thick wodge of loyalty cards.
Andrew Grant-Adamson is Andrew Grant-Adamson is a journalist who now teaches a new generation of writers, subs and editors at the University of Westminster.
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