Case Study:

The GL Card Ecosystem

Gloucester's award-winning GL Card was recognised as the Best Digital High Street Scheme at the 2018 Association of Town and City Managers (ATCM) Awards.

 

Developed in partnership with Rewarding Visits, Maybe* and the Local Data Company; the reward card scheme is co-sponsored by Gloucestershire Live, Eastgate Shopping Centre, Gloucester Quays, King Walk Shopping Centre and Stagecoach West.

 

The GL Card is the first app-based card that links online browsing to the physical high street.

It is a cross-platform digital system that connects users with retailers and attractions. The physical card has a QR code and can communicate with the VoucherPoint kiosks stationed around the city, digital signage and a mobile app also can be scanned to gain access to offers.

 

Guy Chatburn, of Rewarding Visits, who won a £1 million Innovate UK grant to develop digital high street solutions comments: “We chose Gloucester as the partner location for the third phase of the role out of our technology, primarily because alongside a great digital infrastructure, the city had a “can do” organisation like Marketing Gloucester that already had the trust of a wide range number of partners throughout the city which  it could rally together relatively easily in order to enable our project to happen.  There was also a much lower learning curve as Gloucester has a team with an understanding of the tech and the issues facing towns and cities, and that has definitely lead to us having a much stronger offering in a shorter period of time”.

 

Ojay McDonald, chief executive of the ATCM, said: "The two things that stood out for ATCM regarding Marketing Gloucester's submission for Best Digital High Street Scheme of 2018 were the ambition of the city and the partnership working across a number of parties. This stood out, allowing the city to achieve excellence in terms of its digital innovation and providing a foundation for a really exciting future. Gloucester is fast becoming a test bed for new ideas that could revolutionise town and city centres.“

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