Exeter picked for Lloyds cashback trial at independent businesses

Lloyds customers in Exeter are being offered 10 per cent cashback when they spend at independent businesses in and around the city, as part of a new trial.

Exeter and York are the first places in the UK where the bank is testing the scheme with independent businesses. Customers whose registered address is in Exeter will see the offer in the Rewards section of the Lloyds app. No voucher or discount code is needed, and the cashback is paid into their current account.

The businesses taking part include The Holt and Oriel’s Exeter in the city, as well as attractions and shops nearby such as The Milky Way Adventure Park, The Marine in Dawlish, Bicton Botanical Gardens, World of Country Life and Kit Heath. Harry’s Restaurant is also listed as taking part.

All have confirmed their involvement, but offers will appear in the app as each business goes live, so not every one may be available yet.

The trial will run until December 30, 2026.

What businesses get

Participating businesses bank with Lloyds and can promote a 10 per cent cashback offer to local customers through the app, which gives them another way to reach potential customers. Lloyds says the trial will test whether its reach, with 28 million customers including 21 million app users, can help local firms attract new custom.

It is understood that businesses participating in the pilot do not pay to take part. The banking group is funding the pilot, including all cashback payments made to eligible customers.

The Milky Way Adventure Park, which is one of the Lloyds business customers involved, said it was “thrilled to be part of the launch of Lloyds’ new Local Rewards scheme”. It added that as a family-run business it was keen to support the local community and looked forward to welcoming new and returning visitors.

Paul Wilkinson, Rewards and Loyalty Director at Lloyds, said: “By offering 10% cashback at participating independent businesses, we can help our customers’ money go a little further while encouraging them to discover more of what their local area has to offer.”

Who can claim

To earn cashback, customers must be 18 or over, have a Lloyds personal banking relationship and use the Lloyds app. They can earn it in store or online with selected retailers using an eligible Lloyds debit or credit card.

Eligible customers can earn up to £50 in cashback through the trial across participating businesses. There is no minimum spend requirement beyond the value of the purchase itself, with transactions from 20p qualifying for cashback.

Customers can open the Rewards section of the app to browse offers, cashback, discounts, prize draws and challenges. Available offers vary by customer and may change over time.

Since January, Lloyds Banking Group has paid out more than £16 million in cashback to customers.