As part of the ongoing development of Stray's brand (and also their bottom line), we worked on an internal 'book token' scheme which was then rolled out for the coffee bar too.

The idea was to promote the use of the company's own book tokens rather than the National Book Token Scheme. We subsequently added a range of promotional 'coffee & cake' vouchers for sale from the coffee bar.

After marketing this scheme for a few weeks, the bookshop has already shown an increase in margin.