Loyalty card scheme success in Wigan
Many people face various barriers when wanting to be active. Our values or motivational factors can affect how we respond to different opportunities. Sometimes incentives can help to inspire people in beginning and remaining active. After asking key audiences in the area, Wigan’s Get Out Get Active team created a loyalty scheme, which since its onset has been extremely successful. Here, Rachael Dashouri-Darling, the Disability Lead at Inspiring healthy lifestyles, talks to us about encouraging more people to reap the benefits of a regular activity routine.
What insight led you to embed a loyalty scheme?
As our target group is young people we spoke to a number of families and individuals who showed an interest in collecting things so thought a simple loyalty card would work well. We wanted the rewards to build on the work we were doing within weekly sessions and encourage people to be more active- try new things. The activities we offer always involve sport or physical activity but are different to those we can provide on a regular basis. Often the choices are based on what families have told us they would like to try.
When it comes to marketing, we wanted to use the materials in a different way and do something different with the GOGA programme. Having t-shirts gave us an opportunity to promote the programme.
What is the loyalty scheme and what do people have to do?
The GOGA loyalty scheme rewards individuals for attending regular sessions as part of our Wigan programme. Each participant is given a loyalty card and for every GOGA activity they take part in, they get one sticker.
What do people earn?
Once a participant reaches 12 stickers, they get a free GOGA t-shirt. When they reach 24 stickers, they get to access a ‘special activity’. The special activities vary and participants, who reach 24, are offered a choice of three. The most popular choice is the one we then arrange. Should a participant not wish to take part or be unable to attend they can claim their activity the next time a choice is given.
Are you seeing an improvement in take-up because of the loyalty incentive?
We are definitely seeing a number of people returning to sessions. Whether or not this is only due to the cards, I’m not sure. But we have a number of people that have accessed different activities across the borough as a result of having the loyalty scheme, rather than sticking to one site.
What could other people learn from your idea?
It’s a simple idea but has allowed us to give participants a focus point and have more input into the programme. They choose the activities and then we provide support to attend those. We can provide transport if needed and familiar staff take part with the group each time.
The rewards have been a great tool to get to know the families better and to provide a stepping-stone into activity for some families. Some parents told us they wanted to take their children to do snow park activities, but were unsure if it would be suitable. They felt more comfortable attending as part of a group for the first time.
Tell us a bit more about the activities taking place in Wigan and how people can take part.
We have a number of weekly sessions taking place at Wigan Youth Zone, Hindley Leisure Centre and Howe Bridge Leisure Centre. There’s no need to book but if anyone would like a chat prior to attending we welcome that. We also have one-off events. The next of these is our Winter Wander-Land at Haigh Woodland Park on 10 December. This event will involve Festive Finds sensory orienteering, mass participation in 1km and 3.5km routes through the park, adventure golf, a Santa grotto as well as arts and crafts.
Find out how you can get Involved in Get Out Get Active.