The digitalisation of local commerce is moving forward with the Viba Barcelona card, a customer loyalty scheme that will be launched this autumn, initially in the Eixample district. Viba Barcelona works using a physical card or virtually, through a mobile phone app. A website will also be made available where registered users can check how many points they have accumulated and any special offers available.
The launch of the loyalty card is part of Barcelona City Council’s strategy to advance the digitalisation of the city’s local commerce. Participating establishments will offer a minimum discount of 1% on the customers’ purchases. In addition to this minimum discount, each retailers’ association or market may propose other types of reward, such as special offers, prize draws or promotions.
Viba.Barcelona will become operational in the Eixample district this autumn, and will then be rolled out to other districts, as other retailers’ associations gradually decide to join in.
The digital transformation of local commerce
The new government measure for the digital transformation of the City of Barcelona’s commerce, markets and services, presented in March 2018, provides for various actions to encourage neighbourhood shops to incorporate digital promotion tools, such as increasing their online presence, setting up websites and enabling online sales.
The Department of Commerce, through Barcelona Activa’s Business Help and Information Office, has made a tool available to retailers and organisations, so that they can carry out a preliminary diagnosis of their digital maturity, as well as providing personalised advice that each one must follow in order to make progress.
Based on this information, each case is studied and a phased training, technical and economic support programme is proposed for each establishment.
A website and an app
You can access the Viba.Barcelona loyalty scheme using the website or the app. Shops will also have access in order to apply their special offers, and customers can check how many points they have accumulated and the special offers available to them. The City Council will be the title holder of the Viba global brand, as well as the Viba.Barcelona registered domain, and whose use will be ceded to the Fidelitza Barcelona [Barcelona Loyalty] Association.
As with other similar schemes, there will be three ways to enrol in the loyalty scheme. Users can enrol through the website or the app, where they will be assigned a virtual card with its associated code. Customers can also enrol in the shops and at the market stalls they use, where they will be given a physical card and its associated code.
This initiative is the result of a collaboration between the Barcelona Commerce Foundation, Barcelona Oberta, FEGRAM, the Catalan Markets Association, PIMEC Comerç [Catalan SME organisation] and Barcelona City Council.