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Diana Bird, right, with Camden Passage traders Laura Allnatt, of Lollipop, and Marlon Frieber of Ki Mantra |
Loyalty card aims to boost smaller shops
THE daughter of Big Issue founder John Bird has launched an innovative “save our shops” campaign in Islington.
Diana Bird has signed up almost 40 small shops in the borough to a new London-wide loyalty card scheme in the battle against high street chain stores.
The Wedge card gives shoppers discounts on anything from hairdressing to restaurant meals and flowers all for £10 a year.
She chose Camden Passage – the famous antique market where small shops face being bulldozed by developers – for the site of the new launch.
Former catering chef Ms Bird said the scheme was being set up to encourage shoppers to engage with their communities.
“Our small shops are the lifeblood of our community, and we must fight to save them,” said Ms Bird, whose office is in Waterloo, but who is a former Highbury resident. She is supported in the campaign by her dad John.
She added: “It’s how you meet people and feel part of a neighbourhood.
“But small shops are under enormous threat particularly in Islington where there is such a wonderful variety. “
Under the loyalty scheme, when members buy a card on-line, £5 goes to the customer’s favourite charity. If it is purchased in a shop, £2.50 goes to charity.
The Wedge card holder gets discounts and special offers in all of the shops and there are a total of 450 in the capital with plans to expand nationwide.
Ms Bird: “It might be a free cup of coffee or 20 per cent off your hair-cut or a free bottle of wine – every shop has a different offer and the idea is that you will come back to their shop.”
Among the outlets that have joined are Lollipop shoes, Ki Mantra, leather and luggage shop Ph in Camden Passage, the Barnsbury Grocer in Liverpool Road, Bread and Honey in Whitecross Street, Finsbury, and Exmouth Market Restaurant and the Ambassador Restaurant in Exmouth Market which both offer cardholders 50 per cent off their bill on Mondays and Tuesdays.
“We will also be providing a guide to visitors,” said Ms Bird.
“Most people who come to the capital go to the big stores because that’s all they know. We will be providing a new book with all the small shops and the kind of deals on offer.” |
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