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Wedge loyalty scheme expands in London

Wedge, the organisation which champions independent retailers, has extended its Wedge Card loyalty scheme within London and is considering a roll-out outside of the capital.

The Wedge Card, a loyalty scheme that gives shoppers access to special offers from indies, has been launched in the borough of Kensington and Chelsea in London, which has added about 175 fashion indies to the scheme and taken Wedge’s total network of indie retailers across all sectors to 1,300, about 230 of which are fashion stores.

The organisation, which was established in 2006 and already offers its Wedge Card in the SE1 and SW1 areas of London, as well as Camden and Erith in southeast London, partnered with Kensington and Chelsea council to send 86,000 Wedge Cards to residents and a further 60,000 cards to workers in the area.

Under the mantra “Every little shop helps”, Wedge Card is a free marketing tool that enables indies to reward shopper loyalty with special offers or incentives. Wedge also offers participating indies advice on how best to market their store. Where the scheme is sponsored, as in the tie-in with Kensington and Chelsea, the cards are free to customers, who otherwise pay £10 for the card, with £1 going to local charities.

Wedge managing director Diana Bird, who created the initiative with her father John Bird, founder and editor-in-chief of charity magazine The Big Issue, said: “We’ve had a great response, with residents calling us to register their free Wedge Card and stopping our people in the street to let us know that they really like what we are doing.”

Bird added: “Our next step is to tackle other boroughs and we are in conversations with cities and rural areas outside of the capital. There is a great need for support for independent retail businesses and we are determined to help them through this difficult time.”

For more information, contact 020 7401 3913.

Wedge membership

Benefits include:

  • Free promotion through Wedge media and website
  • A toolkit to help create bespoke promotions
  • A fortnightly Wedge newsletter to cardholders
  • Wedge promotions pushed through sites like Facebook
  • Regular voucher book, Wedge area guides, promotions with The Big Issue and partners, local and national press coverage

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