Barclaycard looks to boost Freedom take-up by 50%

Barclaycard is turning to event-based marketing to help increase take up of its Freedom loyalty scheme by 50% in the next 12 months.

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The payment services company says it has signed up 1 million customers in the year since it launched Freedom – a loyalty programme that allows Barclaycard customers to earn rewards if they spend with partners including Shell and Pizza Express – and aims to grow its customer base to 1.5 million over the next 12 months.

Sarah Alspach, marketing director for the programme, says Barclaycard Freedom’s growth strategy for 2011 is based on expanding the opportunities for cardholders to earn rewards through channels and new partners, increasing retail partners’ use of promotions and offers and the impact of new payment technology.

There will also be a focus on event-based engagement to drive a stronger connection and awareness of its partners and rewards through a series of high street events.

The company plans to increase the number of retail partners signed up to the programme by highlighting the return it offers. Its partners ran 350 promotions in the first year and Freedom intends to increase that in 2011 by encouraging retailers to run individual promotions to encourage engagement.

Barclaycard claims that launch partners, such as LA Fitness, Yo! Sushi and Flight Centre, have reported a 14% rise in customer spend since signing up to the loyalty programme.

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