In Haro (La Rioja) has unveiled the town-wide loyalty scheme “Consumo Gusto”. The trade association FER Comercio and the Ayuntamiento de Haro are introducing a unified rewards scheme that lets customers collect and redeem credit at any participating shop in the town, regardless of the business’s sector or size.
At the heart of the scheme is a card that can be used in physical or digital form (Apple Wallet and Google Wallet). For every purchase, 2 per cent of the amount paid is credited. The scheme has a minimum spend of 10 euros per transaction and a maximum credit per transaction of 5 Euro. The credit expires after one year. Gift cards valid for three months will also be available; they can be used either at a single business or across all participating shops.
According to the organisers, “Consumo Gusto” is open to all interested businesses in the town. The long-term initiative aims to modernise local trade, strengthen customer ties to the town centre and keep spending in Haro. Participating shops will be clearly identified so that customers can easily collect and redeem credit throughout the town.
A town-wide scheme that is not tied to specific chains or sectors is designed to be easy to use and to promote the town centre collectively. For retailers, the scheme offers a low-cost way to build customer loyalty across sectors. For consumers, the shared “digital wallet” provides a direct financial incentive to shop in Haro.
According to official announcements, details of the operational arrangements – such as the scope of the initial participation phase and planned communications – will be released in stages. Claims about measurable effects on footfall and sales are currently projections by the organisers. Reliable figures will naturally only be available after the scheme has been running for some time. One thing is clear: its success will depend on broad participation by retailers, visibility across the town and smooth processing of payments and credits.
Editor: Mira Cadena (Article created with AI assistance).