The Times and Sunday Times have implemented a unique industry-leading subscription voucher tracking system in a new move to protect print volumes and boost the category.

The new system will mean the publisher can identify where vouchers have been redeemed and when, which will ultimately mean better insight into customers and thus enabling queries to be dealt with in a more timely manner.

From News UK’s research into the 7.8 million PIN vouchers processed so far, the data shows that over half of all subscribers are loyal to just one retailer when purchasing their daily newspaper - further illustrating the value of newspapers to drive footfall in store and multiply basket spend.

Voucher fulfilment has already improved meaning fewer late or incorrect vouchers being issued, reducing complaints and preventing keeping papers from being sold without waiting for new voucher booklets to arrive.

Coinciding with the new system, the News UK Field team, which is the only retail field team of any newspaper publisher, will also be on hand with advice and on site assistance to support retailers to drive Times subscriptions sales.

Peter Evia-Rhodes, The Times and The Sunday Times’ Director of Customer Value said: “This new voucher scheme will give more flexibility to customers whilst helping retailers to improve the customer experience. We know that readers are more likely to come back to your store if they subscribe. We want to work with retailers to build an army of newspaper advocates in order to convert readers into subscribers - and therefore loyal customers in your store. This innovation is a further demonstration of our commitment to print, our retailers and our customers.”

In order to be credited the full cover price of the newspaper and handling fee, all valid subscription vouchers must be returned to your News UK wholesaler or handling agency within 7 days of receipt.