More than 200 businesses including many of Bath’s top independent restaurants, shops and hotels have signed up to take part in a pioneering gift card loyalty scheme aimed at boosting the city’s retail and leisure economy.
The Bath Gift Card, which was launched last week by Bath Business Improvement District (BID), will also help the city’s independent traders fight back against intense competition from online shopping giants such as Amazon and eBay.
It works in a similar way to own-brand schemes and can be loaded with between £10 to £500 to spend in any of the businesses taking part in the scheme.
Bath is among around 25 UK cities to take up the idea, which was first introduced in Perth, Scotland, where operator Miconex is based, and is now being used in Cheltenham, Salisbury, Cambridge, Cardiff and Kendal in the Lake District, among others.
These schemes are mainly run by local BIDs, which see huge benefits from keeping spending within a local economy
Bath BID CEO Allison Herbert had hoped to have 100 businesses on board by the time Bath City Card went live – and so was delighted to tell the official launch at The Huntsman pub that 203 were taking part.
“The Bath Gift Card is a gift that shows you care about the recipient but also care about our city,” said Allison, pictured below.
“It is a great alternative to existing national cards and online gifting options. It represents an important development for both local businesses and the local economy as it can spent in a wide range of participating shops, restaurants, bars, hotels and leisure facilities all within Bath.
“The project will help increase trade in the city centre, helping us to compete against other retail and tourist destinations as well as online shopping sites such as Amazon and eBay.
“A gift card scheme for Bath city centre will provide a highly efficient sales and marketing tool. It will also enable our independent businesses – who could otherwise not afford a card programme – to benefit from more visits, new customers and additional sales.”
“This card will benefit both individual businesses and the city centre as a whole.
“Recipients of the gift card will have the flexibility to spend the card throughout the city centre and won’t be restricted to spending the value at a single business. With Christmas around the corner, our gift card is the perfect local gift for people in Bath.”
The Bath gift card was designed by city artist and illustrator Laura Fearn – who was also responsible for the Streetwise owl as part of Bath’s Minerva public sculpture trail.
While the card aims to benefit Bath’s smaller independents such as Pug & Puffin, Vinegar Hill, Mr Bs Book Emporium, Happology Childrenswear, John Moore Sports and Mallory and Nicholas Wylde jewellers it has also been taken up by national chains including Gap, Tiger, Hobbs, H&M, Blacks, HMV, Feather & Black and Dr Martens and department stores Jolly’s and Debenhams.
Nicholas Wylde said: “It is very exciting that this method for supporting local independent businesses is coming to Bath. Anything that keeps the side street independents alive is excellent and we’re very happy to see that Bath BID has taken this on board. We’re looking forward to our community coming together to support these brilliant shops. Let’s hope lots of people have them turn up in their Christmas stockings.”
It can also be used at a range of Bath’s top eateries from Amaroni to Zizzi and including Firehouse Rotisserie, Brasserie Blanc, Nandos, Patisserie Valerie, Bengal Brasserie, Yo Sushi, Green Rocket Café, Yum Yum Thai, Saracen’s Head and Vino Vino.
Major attractions already signed up to the scheme include the Roman Baths, Victoria Art Gallery, Fashion Museum and the Jane Austen Centre, while among the hotels are the Hilton, The Francis Hotel, No. 15 Great Pulteney Street and Travelodge). Others taking part are Toni & Guy, Essensuals, Frontline Style hair salons as well as the Thermae Bath Spa and Radiance Wellbeing.
Miconex managing director Colin Munro said: “We are very excited about the potential for the Bath Gift Card to lock in additional spend for Bath businesses and to encourage consumers to fully explore this amazing city. The response from businesses across the city centre has been fantastic with over 190 registering to accept the gift card. Bath is undoubtedly unique and I think that the new gift card represents this well – you can use it anywhere from the ancient Baths to Primark.”
The official launch also heard a specially-penned poem from poet Beth Calverley.
The card can be bought online from www.bathgiftcard.com and from designated sales points in the city, such as My Small World in Southgate.
