Granada launches loyalty card scheme

GRANADA, the motorway services operator, has introduced a customer loyalty reward scheme for high-mileage motorway drivers.

The Granada Card, to be launched next week, is an electronic-based collection scheme in which customers receive points for each purchase. The points are redeemable against a range of goods and services available from Granada and other retailers.

David Kent, commercial director for Granada Services and Lodges, said the card was the "biggest marketing programme by a motorway service area operator, and is the first to target high-mileage drivers".

Up to 500,000 customers will receive information and their personal card by direct mail and posters.

The card registers one point for every 10p spent. Cashiers insert the card into a special terminal and the points are credited electronically. The card is redeemable when points reach 2,500 and is worth £5.