Every vendor benefits from every scan. That's what makes markets different.
Every other loyalty program in this series keeps customers returning to one business. This one works across an entire floor. When multiple vendors at the same market are enrolled in Loyalty Draw, a customer who scans at one stall discovers that the stalls around it have programs too — and has a reason to explore rather than walk straight past. The whole market becomes more valuable because of the sum of its parts.
Markets attract visitors. The challenge is making those visitors stay longer, explore further, and come back.
A market visit is often transactional — come for the thing you know you want, leave when you have it. Loyalty changes the incentive structure so that exploring the whole floor becomes worthwhile.
Most market visitors don't discover most vendors
Research on market visitor behaviour consistently shows that most shoppers have a mental destination before they arrive — a familiar stall, a recurring purchase, a specific item. They walk to it, buy from it, and leave. The vendors they passed without stopping may be equally good, equally interesting, and exactly what that customer would have bought — if anything had given them a reason to pause. Loyalty Draw gives them one: a scan at each enrolled stall earns its own stamp progress, making exploration a commercially rational act rather than an optional detour.
Return visits are low because nothing makes the market feel different each week
A great market visit generates genuine satisfaction. But the visit after that feels like more of the same — and in a busy life, "same as last time" is a low priority. The draw entry mechanic changes this without changing the market itself: every visit creates a new draw entry, which means each visit has a fresh stake attached to it. The market becomes somewhere that something is always on — not just the stalls, but the anticipation of what this week's scan might lead to.
Individual stall loyalty is fragile without something that spans the whole floor
A customer who is loyal to one cheese stall has no particular reason to be loyal to the market that hosts it. If the stall moves, the customer follows the stall. If the stall isn't there one week, the customer may not come at all. A market-level loyalty program — the organiser's program, rewarding visits to the market itself — creates a relationship with the whole experience rather than with any single vendor. That's the loyalty the organiser can own regardless of which individual vendors come and go.
Loyalty Draw works for fixed-location markets with a Google Business Profile. If that's not you, this isn't your tool — yet.
Loyalty Draw uses Google Business Profile verification as its foundation. Rather than building its own business identity verification infrastructure, Loyalty Draw relies on the verification Google has already performed — confirming that a business is real, legitimately operating, and located at the address it claims. This is why QR codes are geo-locked to the address on the GBP: Google's verification is the trust layer that makes location-based loyalty programs reliable at scale. It's a feature, not a limitation. And it means the program is currently designed for markets and vendors with a fixed, registered location — not for those that move.
Markets that operate from the same address every week or season, with a GBP listing that matches that address. Individual vendors whose stall is their registered business address. Artisan fairs, farmers markets, and permanent market halls where the organiser and/or vendors have verified GBP listings.
Markets that move location regularly. Vendors who trade at different markets each week. Food trucks without a fixed GBP trading address. Pop-up stalls and one-off fair appearances. If your business doesn't have a Google Business Profile, or if your GBP address doesn't match where you trade, Loyalty Draw is not the right fit at this time.
If your business has a verified GBP listing with the correct trading address, you qualify. If you don't have a GBP, setting one up takes a few days to verify and is free. Start there — then come back and activate your Loyalty Draw program once it's confirmed.
Two independent programs. One market floor. A natural coalition effect.
The market organiser and individual vendors each run their own Loyalty Draw programs independently. Neither requires the other — but when both exist, the whole market becomes more valuable.
How to set Loyalty Draw up — for the organiser and for individual vendors.
Three decisions. The steps apply to both program types with notes on where they differ.
Tie the qualifying action to a visit to the market or a purchase at the stall.
For the organiser, any visit to the market qualifies — the scan happens at the entrance or at any designated market location, and the qualifying action is simply being there. For individual vendors, any purchase at the stall qualifies — the scan happens at the vendor's stall and the stamp is approved by the vendor after a purchase is made. These are two completely separate programs with two completely separate qualifying actions, each appropriate to their respective commercial purpose.
Place the QR code where visitors naturally pause — at entry for the organiser, at the stall for vendors.
For market organisers, the entry point is the obvious primary placement — it captures every visitor on arrival and sets the loyalty relationship before they've even started browsing. Secondary placements throughout the market (central signage, food areas, exit) catch visitors who missed the entrance. For individual vendors, the stall counter or the product display is the natural placement — the scan happens at the point of purchase, which is where the customer is already stationary and engaged.
Choose rewards that bring people back to the market — and back to the stall.
The best rewards at a market are ones that require a physical return visit to redeem. For organisers, this means a reward that is only available at the market itself — a stall credit, a free entry ticket, a market-branded product, or early access to a popular seasonal event. For vendors, the reward should be directly relevant to what the vendor sells — a free product, a complimentary add-on, a tasting experience. Both reward types create the return visit that makes the program commercially valuable.
Fixed-location markets come in different forms — each with its own loyalty rhythm.
A weekly farmers market operating from the same town square every Saturday is structurally different from a permanent indoor market hall with fixed vendor leases. Here's how each looks.
Operates from the same fixed location every week or fortnight. The organiser has a GBP for the market's registered address. High-frequency visiting potential — a local customer who shops here weekly can complete a punch card in five to six weeks. The draw entry is a strong weekly engagement tool that makes each visit feel like it has a stake attached to it.
Fixed building, fixed address, year-round operation. The organiser and individual permanent vendors can each have their own GBP and their own Loyalty Draw program. The coalition effect is strongest here because both the building and its individual vendors have stable, verified business identities. Multiple enrolled vendors with their own punch cards creates a genuine exploration incentive across the whole floor.
Often seasonal — monthly or quarterly. Lower visit frequency means a shorter punch card (3–4 visits) keeps the reward in sight. The organiser program drives return visits to the fair itself across seasons. Individual artisan vendors whose stall is their fixed registered address can run their own program. Early-access reward for loyal visitors creates genuine exclusivity at events with limited spots or high demand.
The vendor has their own GBP listing the stall address as their place of business. Their Loyalty Draw program is entirely their own — independent of the market organiser and of any other vendor. They benefit from the partner map making their stall discoverable to Loyalty Draw users in the area, and from the discovery traffic that other enrolled vendors in the same market generate through the coalition effect.
From a single errand to an exploration — and then to a Saturday habit.
How the coalition effect works for a customer at a weekly farmers market where the organiser and three individual vendors are all enrolled in Loyalty Draw.
She arrives for the cheese stall. At the entrance she spots the yellow sign. She scans — four seconds. First stamp on the market's own punch card, draw entry logged. She's now a loyalty member of the market itself before she's even bought anything. She heads to the cheese stall with one thing already working in her favour.
The cheese vendor has their own QR sign. She scans and approves a stamp. She notices on the Loyalty Draw map that the honey stall nearby is also enrolled — she's walked past it every week without stopping. Today she has a reason. She stops. She scans. She buys. The honey vendor just got a customer from someone who wasn't planning to visit them.
She now has active punch cards at the market, the cheese stall, and the honey stall. Each one is progress toward something. The bread baker at the far end of the floor is also on the map. She goes there too. She's spent longer, bought more, and visited parts of the market she'd never stopped at before — because the loyalty program made exploring feel purposeful.
Week five. She's three stamps from the market's own free entry reward and one purchase from her first free cheese. She'll be back next week regardless of whether she needs anything specific — because she has things to finish. The market organiser has turned a transactional errand into a recurring Saturday ritual. No advertising needed.
What markets and stall holders typically ask.
When the market floor becomes a space worth exploring — not just a route to one stall.
Indicative benchmarks for how coalition loyalty mechanics affect visitor behaviour at fixed-location markets.
When multiple vendors at the same market are enrolled, each enrolled vendor benefits from the discovery traffic generated by other enrolled vendors. A customer who scans at one stall has an active reason to scan at adjacent stalls — each one is separate punch card progress. Average stalls visited per customer increases as the number of enrolled vendors grows.
A customer enrolled in the organiser's punch card program has active reason to return to the market regardless of whether they need anything specific that week. The market becomes a routine — somewhere there's always something to progress on — rather than a destination visited only when a specific need arises.
Unlike formal coalition programs that require commercial agreements between participants, the Loyalty Draw coalition effect emerges naturally from multiple independent operators using the same platform in the same location. No vendor needs to know what another vendor is doing. The discovery benefit is automatic — it comes from being visible on the same map.
Benchmarks are illustrative. Results will depend on the number of enrolled vendors, market foot traffic, and how prominently the QR signage is placed at the entry point and individual stalls. Loyalty Draw is currently available to fixed-location markets and vendors with a verified Google Business Profile.
Give every visitor a reason to explore every stall — and come back next week.
Fixed location. Google Business Profile. That's all you need to get started. Place the sign at the market entrance today and the first loyalty member can enrol before they've bought their first coffee.
Requires a verified Google Business Profile at your fixed trading address. Pricing and full feature details on the main business page.
Other industry playbooks.
Each use case covers a different set of loyalty challenges. Find the one closest to your business.
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