Time Out readies loyalty card scheme

Time Out is making its first foray into loyalty schemes as part of a strategy to provide added value for readers and better understand their shopping habits for advertisers.

Time Out is launching a loyalty scheme for its London title.

The publisher is to launch a paid-for loyalty card in London later this month (14 May) offering readers discounts for a number of entertainment and leisure brands including The Grand Union pub chain, The Cinema Club, The Design Museum and Merlin Entertainment.

Unlike traditional points-based programmes, such as Tesco Clubcard and Nectar, the Time Out scheme will give cardholders access to exclusive competitions, news and offers. Users will also be able to sync their cards to a mobile app. It can be used in place of the physical card as well as to access location-based offers.

The publisher will use data collected from the card and app to share insights with brands on users’ shopping behaviour including redemption rates and footfall. All marketing making use of the insights will come through the publisher’s channels so the data will always be owned by the Time Out group.

Ray Jones, Time Out business development director, told Marketing Week the idea to create a loyalty scheme had been “bouncing” around the business for a “long time”. Plans were accelerated as part of a wider move to be less reliant on traditional advertising revenues and transform itself into an ecommerce firm.

He adds: “We know from the research we’ve done with our readers that there’s an appetite for a media company like Time Out to launch its own loyalty scheme. There are other programs in other sectors out there but we feel we’ve developed something that delivers a further level of engagement for merchants and cardholders by creating a more targeted channel.

“Once people become a card holder we will start communicating with them on a weekly basis. The aim is to introduce a curated a lifestyle programme for readers that gives them the opportunity to discover things in London.”

Time Out hopes to build a community of around 12,000 cardholders in London by the end of the year.

A six-week marketing campaign will support the launch and emphasise the card’s discounts and offers.

The Time Out Card, developed in partnership with loyalty marketing specialists Footfall123, will have an annual cost of £49. A New York launch is scheduled for September with other markets such as Paris, Chicago and Los Angeles will follow depending on the scheme’s success.

Last July the publisher launched a new global platform to support its ticketing service as it looks to make ticket sales a major income driver.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here