United in Discounts started the concept of replacing official IDs with their third party plastic membership cards in the UK as far back as 1992. At that time, the membership was only available to police officers. This quickly become very successful, as the high-ranking police officers were tired of disciplining their staff who had got into the habit of showing their badges as identification to receive a discount. This could obviously lead to a conflict of interest.
Within two years, every serving police officer in the United Kingdom had their very own membership card. It was at this point they were approached by Fire Fighter and Military organizations to provide a similar concept to their personnel. They successfully expanded our membership to these personnel and this spread throughout Europe leading to a total membership of over 3.5 million individuals. In 2009, they brought the concept to North America and have already nearly 2 million active members with a projected target of 15 million by the end of 2013.
The largest increase they seem to be experiencing at this moment is in the Veteran market and they are actively pursuing this area by scheduling conferences with this group throughout the next two years.
United in Discounts currently has over 7,000 well-known restaurant chain outlets on their website. They have a large selection of hotels along with a nice mixture of leisure-related products such as fishing charters, boat rentals, as well as large department stores such as Macy's and Bloomingdale's. Their website also contains discounts to theme parks like Disney, Universal, Six Flags, and Lego Land who are all supporting the venture. Because membership is free, it may only a matter of time before almost every serving and retired police officer, fire fighter and military personnel join up. This offers a fantastic advertising opportunity for every one involved!
The United in Discounts website is currently ranked in the top 6,000 most visited sites in North America.