A city loyalty programme has relaunched as businesses say they are struggling to attract shoppers.

Led by Gloucester Business Improvement District (BID), Mi Rewards offers residents money off products and services, free experiences, and discounted gift cards.

Users can earn points with both national brands and independent businesses.

Kate Lankester, owner of Bizarre on Westgate Street, hopes the scheme will encourage more people into the city centre following a drop in footfall after the Covid pandemic.

Ms Lankester, who owns the alternative clothing and gift store that also offers piercing, said “footfall never picked back up again” after Covid.

“There are lots of different offers on there to suit different people, from offers on body piercing with us, to money off Gloucester-themed merchandise at the museum,” she added.

National brands where Mi Rewards users can earn points in Gloucester include Wagamama, Waterstones, The Entertainer, Primark, Tesco, River Island, Marks & Spencer, and McDonalds.

Those wishing to support independent business can earn points at The Candle Tree, Hetty’s Place, Greek On The Docks, Gloucester Brewery, Chez Rose, Bizarre, and Bangkok Canteen.

Mi Rewards is available online and via an app, and is free to join.

It works through users’ regular payment cards, awarding points as the cards are used with registered businesses in Gloucester.

Emily Gibbon, Gloucester BID manager, said the scheme is easy to use.

“You simply register the cards you use to pay and that’s it, no remembering loyalty cards or having to ‘do’ anything extra at the till other than pay,” she said.