News UK has launched a subscription voucher tracking system for the Times and The Sunday Times, which it claims will protect print volumes and boost the newspaper category.

The system will enable the publisher to identify where and when the vouchers have been redeemed, resulting in better insight into customers and faster responses to queries, it said.

Coinciding with the new system, the News UK Field team will also be on hand with advice and on-site assistance to support retailers to drive Times subscriptions sales.

The Times and The Sunday Times’ director of customer value, Peter Evia-Rhodes, said the new voucher scheme would help retailers improve the customer experience.

“We know that readers are more likely to come back to your store if they subscribe,” he added.

“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.”

News UK’s research into the 7.8 million PIN vouchers processed so far revealed that over half of all subscribers are loyal to just one retailer when purchasing their daily newspaper.