Pop-up mall Boxpark has introduced a loyalty card scheme in a bid to drive footfall and sales.
The loyalty card, operated by marketing firm Footfall123, offers customers 20% off their first order and 10% off subsequent purchases. Shoreditch-based Boxpark, which opened in December and is formed of 60 containers, can personalise offers based on customers’ purchasing habits with the card.
Boxpark founder Roger Wade said the loyalty programme was introduced to help boost visits. “Like all retailers, Boxpark isn’t immune from the current economic situation. Boxpark hasn’t come up with a bunch of customers with a disposable income,” he said.
Wade also blamed poor footfall on the recent wet weather and a lack of awareness because the location had been unused for decades before Boxpark opened.“When the weather isn’t fantastic Boxpark struggles,” he said. “It’s not an overnight thing. This site had been vacant for 40 years.”
Three-quarters of Boxpark’s retailers have signed up, and in the first two days 200 people used the cards, generating £16,000 of additional sales.
Property agent Briant Champion Long acts for Boxpark.