A pilot loyalty scheme launched by Trinity Mirror, which saw a 40% increase in retention rate, is set to be rolled out nationally.

Plus, which offers subscribers access to two exclusive offers from local businesses each month, is set to be rolled out across Trinity Mirror’s daily regional titles across the UK over the next six to nine months. The move follows a trial at 19 former Local World titles last year, with Trinity Mirror stating it has improved annual retention rate at those titles by up to 40%.

The scheme also enables retailers to recommend customers who do not subscribe but do buy the title on a regular basis, allowing them to become Plus members.

Craig Willetts, retail business relationship manager for Trinity Mirror Regionals, said: “This is about retaining our loyal customers and keeping them loyal to their newsagent as well. If customers redeem all of the offers they can actually get back the cost of their subscription.”

The Coventry Telegraph was the first new title to be included in the scheme, and was added on 13 March.