Geoff Brown, Punch Taverns

Loyalty schemes can have a major impact on sales, especially if you use them to drive footfall during quieter trading periods.

For example, if you have fewer customers in the afternoon, you could consider a loyalty scheme targeting the "grey pound". If you are unsure about the value of loyalty schemes, try dipping your toe in the water with a simple bounce-back mechanic.

When you know your pub will be busy at certain periods (such as Christmas, bank holidays or Sunday lunchtimes) offer simple deals to customers for return visits. Offers such as free midweek desserts, free or discounted drinks will attract customers. That way you can test the value of establishing a direct and personal relationship with your customers before investing in launching a loyalty scheme.

Be clear about your objectives and what you hope to achieve in return for launching a loyalty scheme, and remember to keep it simple — the clearer the offer, the more chance you will have of your customers using it.

You should also try to keep it fresh, so that you continually remind customers about the advantages they will receive from participating — for example, when you launch a new menu you could invite loyalty-card holders for an exclusive tasting session.