STATION Taxis, Sunderland’s oldest and largest taxi firm, has launched a Loyalty Card. But it is not simply a reward scheme for its customers – it is set to give the city’s economy a timely shot in the arm. “We want to keep Sunderland people in Sunderland and, if they must spend their hard-earned money, to spend it in Sunderland. If we can help the city to thrive and grow as a retail and service centre, we will all benefit – a wider choice of shops, more to do and better deals all round,” says Station Taxis’ Managing Director Trevor Hines.

Already, more than 50 businesses have signed up to the Loyalty Card scheme, offering holders a range of money-off deals and special offers. They include pubs, clubs, cafes and restaurants, as well as hair salons, garages, dental surgeries and even a chiropodist. Shofozul Islam, owner of award-winning Indian restaurant Café Spice, in Ashbrooke, is offering Loyalty Card holders 15% off their bill. “I think it’s an excellent way for Sunderland businesses to work together and help each other to reward customers for their loyalty,” he says.

Gillian Mills, owner of Dragonfly Crafts and Gifts, is giving Loyalty Card holders 10% discount across the full range of goods at her shop in Grangetown. “We do a little advertising, but largely depend on word-of-mouth to attract customers, so having the help of hundreds of taxis to spread the word is going to make a big difference.”

Says Mr Hines: “Times are tough for everyone and with Christmas coming, who isn’t going to appreciate 10% off here, a free bottle of wine with a meal there, or any other saving they can get. The businesses who are supporting the Loyalty Card are the type of shops, venues and destinations we all use regularly. We have more than 50 signed up… and the number is growing by the day.”

Station Taxis is Sunderland’s oldest taxi firm – founded in 1901 – and one of the longestestablished anywhere in the UK. It has nearly 200 vehicles, including 70 that are fully wheelchair accessible, and more than 400 drivers, ensuring a 24/7 service across the city.
Adds Mr Hines: “25,000 people take a Station taxi every week - and the great news for those businesses who have signed up to the Loyalty Card is that those people will now have a huge incentive to become their customers as well.”

Tony Hunton, area manager of Sunderland HIQ, the Inkerman Street-based motor vehicle maintenance centre, says: “We are offering Loyalty Card holders a 10% discount and when you think how many people use Station Taxis to get around the city, that’s a lot of potential customers.”

Ashley Dembry, owner of the Ramsay & Johnson Hair & Beauty in Blandford Street, believes the Loyalty Card is a great way to encourage new customers into the salon – so much so that she is offering first-time customers 50% off a cut and blow dry and all other Loyalty Card holders 10% discount. “Everybody is counting the pennies these days and I can think of no better reason for rewarding a customer than for their loyalty. It’s a great idea,” she says.