Independent South Wales-based retailer Dragon Service Stations has launched its own loyalty scheme in a bid to fight competition from the multiples.

Owner Darren Briggs created the Dragon Rewards scheme following his acquisition of Crossways Service Station in Neyland from Rontec as recommended by the Office of Fair Trading.

The rewards system, which integrates with Darren’s CBE epos, is capable of offering a points-based redemption model, as well as promotional deals.

“We launched Dragon Rewards two weeks ago and it’s absolutely flying,” said Darren. “We needed something to combat competition from the hypermarkets because we’re surrounded by three Tesco stores. This gives us a unique selling point above the hypermarkets.”

Customers who collect points can redeem their vouchers at 20,000 stores around the UK through the Love to Shop scheme. Promotional deals include a 10th coffee free, three car washes for £10, and a freshly made baguette and 500ml water meal deal for £2.99. Darren is also looking at offering redemption of Dragon Rewards at local businesses such as hairdressers and beauty salons.

Dragon Rewards is available at Crossways Service Station, which has just undergone a major shop refit with the Costcutter fascia, and Bush Hill Service Station in Pembroke. Darren is also opening up the scheme to other independent businesses following the software supplier’s development of an app, which will allow shoppers to collect points by scanning their mobile phones. Interested retailers can visit for more information.

Another initiative that’s working well for Dragon Service Stations is shelf-edge talkers strategically placed on pricemarked lines with Costcutter promotions, stating that the products are cheaper than Tesco’s.