Rewards4Racing, the industry's rewards programme, will be offering its services and expertise to all UK and Irish racecourses, the organisation announced on Wednesday. In 2019, 960,000 tickets were purchased by the reward programme's members, and data has show that they attend race meetings more frequently and spend more when they come racing. One of the tracks that has accepted the offer is Plumpton Racecourse. Racing begins again in the UK on June 1, while Irish racing kicks off on June 8 after extended coronavirus-induced breaks.
“During these unprecedented times, there has been extensive research showing that loyalty programmes have become even more important and appealing for consumers,” said Rewards4Racing Co-founder and Director Tom Cowgill. “This is especially true in terms of consumers' behaviour and attitudes towards brands that they engage and transact with. Racegoers are no different and, despite the absence of live racing at the moment, I'm pleased to say that our members have continued to be rewarded for their loyalty to the sport by collecting points with our platform of retail, racing and betting partners.
“It is crucial however that, once the lockdown eases and racing resumes in front of a crowd, racecourses are given as much support as possible to re-engage with the race going public and offer their fans [including Rewards4Racing members] fantastic experiences and rewards as a way of saying thank you to them for their support. That is one of the reasons why we want to offer our platform and loyalty expertise to new racecourse partners but only when they are ready, whether that is now or later in the year.”