Visible Results News - Article

MULTI-PARTNER LOYALTY SCHEME OPENS IN UK - 7 May 2004 - Precision Marketing Magazine, www.mad.co.uk

Visible Results, a hi-tech loyalty card scheme, is launching in the UK after running in the US, Australia and New Zealand for seven years. Using patented technology, the credit card-sized card allows holders to see how many points they have collected while in-store. The heat-activated card will also offer instantly redeemable prizes that are relevant to the holder's shopping habits in specific outlets. The initiative has already attracted brands including McDonald's, The Body Shop, Blockbuster and Mobil Oil in other countries. Visible Results managing director John Morris, who launched property site www. underoneroof.com before it was acquired by Associated Newspapers in 2002, has bought the licence to operate the scheme. He aims to have ten brands on board in the UK by the end of the year, and is already in talks with a video rental company and convenience store chain. He says the scheme's low start-up costs also make it compatible with small retail outlets. Partners will be responsible for marketing the card themselves. Morris says: "Although the UK loyalty market is mature, the high cost of entry has put programmes out of reach of many businesses. We aim to change that."