Independent toy retailer Toyology in Barkingside, Essex, is reporting a very positive response to its new loyalty card scheme where customers collect stamps to earn a discount.
"It works pretty much like it does in a coffee shop," explains Gary Diamond, owner of Toyology.
"Any customer that spends £10 gets a stamp. They collect 10 stamps and they get £10 off their next purchase."
Diamond added: "So far since the first of June we have over 170 cards out and people are now coming into the shop actually asking for them.
"It has already encouraged a number of customers to come back to us, rather than shopping elsewhere."
The comments came during Talking Shop - our monthly interview with an independent retailer. Click here to find out more about Toyology.