Bestway Wholesale has revealed its Bestway Batleys reward card has grown its user base by 54% since its launch in February.

The Bestway Batleys reward card was enhanced in May after in-depth customer feedback, with more lines introduced to provide customers with greater choice and reduce the frequency of visits to win from 12 times a month to nine.

The wholesaler’s latest figures also showed that the card experienced a 116% increase in stamps since its launch date. While there has been an 11% rise in participating customers and a 37% increase in the number of stamps achieved since the enhancements in May.

Salih Sheikh, head of marketing at Bestway Wholesale, said: “With products changing every month, there is real variety and choice with the rewards card and this is fuelling the interest of customers and continuing the momentum for the rewards card. Usually in a promotion, as with NPD, you see a sharp spike at the beginning and then figures tend to plateau.

“What we are seeing is that the number of stamps collected by retailers is increasing by 23% per month since launch with an even greater increase since we reworked the card in May. Almost 13,500 customers have participated in the rewards card and given that the latest IGD figures put the number of independent and symbol c-stores at just under 34,000, this represents over 40% of the total symbol and unaffiliated estate. This is a fantastic result and clearly shows that the Reward Card has real traction among our independent retail depot customers.”

Bestway and Batleys customers are awarded one stamp per daily visit provided they have purchased a featured product. When two products in a row have been purchased, the customer is then eligible for their free reward on their next visit which is either money off or a free case of stock.

All customers with three completed stamped rows are entered into a monthly prize draw to win their lowest monthly shop free (excluding VAT and tobacco purchases) at their local depot.