Ely Aquatics case study: Why Winning Back a Previous dojo Customer Came Down to Local Service (and a £275 yearly Terminal Saving)
For many local businesses, changing card payment provider starts with one question:
Can you offer a better rate?
That was certainly the starting point when I recently visited Ely Aquatics, a well-established local retail business in Ely, Cambridgeshire.
But after reviewing the business’s current Lloyds merchant statement, it became clear that rates were not the main opportunity. Jo was already receiving a competitive deal. Beating it would not have been realistic.
The solution came from looking at the complete cost of taking card payments. That meant the terminal rental, the support attached to the service, and the practical value of having a local contact.
In the end, I was able to remove Ely Aquatics’ £22.99 monthly card machine rental. That represents a saving of £275.88 over a full year, while bringing Jo back to a payment system she already knew and liked.
Ely Aquatics had already used Dojo before
Ely Aquatics is the only dedicated fish and reptile shop in Ely. The business, based at The Dock Business Park on Angel Drove, has served customers in Ely and across Cambridgeshire for many years.
Its offering includes:
✔ Tropical and cold-water fish
✔ Aquariums and aquatic plants
✔ Filters, pumps and water treatment products
✔ Reptiles, vivariums and heating equipment
✔ Live and frozen food
✔ Reptile boarding
✔ Friendly, practical advice for beginners and experienced keepers
Jo had previously used Dojo for more than a year. She eventually switched to another provider after being offered a slightly better processing rate.
That decision made sense at the time. Card processing fees matter. A small difference in the rate can add up, particularly for a busy retail business with regular card turnover.
However, Jo explained that she had genuinely liked the Dojo system. It was not the technology that had caused her to leave.
She valued the practical features that made day-to-day trading easier:
✔ Fast card transactions, taking around two seconds
✔ Next-working-day settlement to support cash flow
✔ Live transaction updates through the app
✔ Payment links for customers paying remotely
✔ A phone app that was easy to use
✔ Automatic connectivity support when Wi-Fi was unavailable
The challenge was simple. If another provider had offered a lower rate, why switch back?
The problem: Ely Aquatics was already on strong rates
When I visited Ely Aquatics, Jo very kindly gave me the opportunity to review the business and see whether I could help.
I always take the same approach in these situations. I do not assume that switching providers will automatically save money. I need to see the actual figures first.
That means reviewing the merchant statement and looking at:
Card turnover
Transaction volumes
Debit and credit card usage
Processing rates
Scheme fees
Statement charges
Terminal rental
Other fixed monthly costs
Settlement arrangements
The statement Jo provided was from Lloyds. It showed that her current processing rates were already quite attractive.
The business processed a mixture of debit and credit card payments. Debit cards made up approximately 75% of the card transactions shown on the statement.
Our proposed rates were slightly better on debit card transactions. However, they were slightly more expensive on credit cards. When the full transaction mix was considered, the overall monthly processing cost would have been very similar.
That meant I could not honestly claim that moving to Dojo would dramatically reduce Ely Aquatics’ transaction fees.
And that matters.
Straightforward advice is more valuable than an exaggerated saving
If your current rates are already good, you should be told.
A merchant services provider can make a quote look attractive by focusing on one transaction type or one headline percentage. That does not necessarily mean your total monthly cost will be lower.
The correct comparison is the whole bill.
In Jo’s case, the honest conclusion was that the rate saving alone was not enough to justify a move. I could broadly match the existing processing costs, but I could not deliver a significant reduction through rates.
At that stage, it would have been easy to walk away. In fact, that is often the right thing to do.
If a new provider cannot improve your overall position, there is no point switching simply for the sake of it.
However, I remembered the conversation and looked again at the full cost of the current arrangement.
The overlooked cost was the card machine rental
One detail stood out on the statement.
The Lloyds statement did not appear to include the rental charge for the physical card terminal. This suggested that the machine may have been invoiced separately.
I asked Jo to confirm the additional charge. She explained that the card machine rental was £22.99 per month.
That changed the comparison.
The processing rates were already competitive. But the total cost of accepting card payments included more than transaction fees. The terminal rental was another fixed monthly cost for the business.
If that rental could be removed, Ely Aquatics could benefit without relying on an unrealistic promise of dramatically lower processing rates.
A practical way to cover the rental
A couple of weeks later, Dojo supervisors were offering consultants a financial incentive for securing two applications in one day.
I remembered my conversation with Jo and decided to use that incentive to support her business.
Rather than treating the incentive as an additional benefit for myself, I used it to cover the cost of the card machine rental.
That allowed me to offer Ely Aquatics a card machine with the £22.99 monthly rental effectively covered.
Over twelve months, that is a saving of:
£22.99 × 12 = £275.88
The exact arrangement is subject to the relevant terms and eligibility, but it created a clear and practical benefit for Jo. She did not need to rely on uncertain future savings from fluctuating transaction volumes.
The saving was visible. It was monthly. And it reduced a fixed overhead.
The technology was already familiar to Jo
The financial saving was important. But it was not the only reason for returning to Dojo.
Jo already knew the system. She had used it for more than a year and had found it straightforward.
That removed one of the main concerns business owners have when changing payment providers: disruption.
There was no need to learn an entirely unfamiliar platform or change the way the shop handled everyday transactions.
The features Jo liked included:
Fast payments
A slow terminal creates friction at the till. Customers wait. Staff repeat transactions. Queues build.
The newer Dojo Go Max is designed to process transactions in under two seconds under normal conditions. That is useful for any retail environment where speed matters.
You can read more about the terminal in my guide to the Dojo Go Max for UK businesses.
Next day settlement, 7 days a week
Cash flow matters to every business.
Next day settlement means card takings can reach the business bank account sooner, payments made before midnight would show in the bank the following morning, usually by 7am. helping with stock purchases, supplier payments and everyday operating costs.
For a local retail business such as Ely Aquatics, faster access to funds can make the weekly finances easier to manage.
Payment links
Not every customer payment happens at the counter.
Payment links allow a business to send a customer a secure request by text or email. This can be useful when taking payment for:
✔ Special orders
✔ Deposits
✔ Deliveries
✔ Reptile boarding
✔ Items arranged remotely
✔ Customers who cannot visit the shop immediately
App-based transaction visibility
The app gives business owners a convenient way to view transaction activity and settlements from a phone. For a busy owner, that is more useful than waiting for a monthly statement to understand what has happened.
Wi-Fi and 4G backup
A payment terminal is only useful if it can connect.
Dojo terminals are designed to use Wi-Fi with automatic 4G backup if the primary connection drops. The practical benefit is simple: fewer interruptions when customers are ready to pay.
Connectivity claims and service levels are subject to the provider’s current terms, coverage and operating conditions. However, the combination of Wi-Fi and mobile backup was one of the reasons Jo had liked Dojo previously.
Local support made the difference
The free card machine was a strong benefit. It removed the £22.99 monthly rental and created a potential annual saving of £275.88.
But one of the deciding factors was the local support attached to the service.
Jo had experienced the difference between dealing with someone local and trying to resolve issues through a large national provider.
When a card machine stops working, a settlement needs checking or a payment issue needs explaining, business owners want an answer. They do not want to spend an afternoon navigating a call centre.
With my service, Jo has my mobile number.
That means she has a local contact who understands her business and can help her work through questions without unnecessary pressure or restraints.
Why local support is useful for independent retailers
A local adviser can provide:
✔ A direct point of contact
✔ Face-to-face help when required
✔ Support with the initial setup
✔ Assistance understanding statements and charges
✔ A better understanding of local business pressures
✔ Straightforward advice if a change is not worthwhile
That personal relationship is particularly valuable to independent businesses. A local retailer is not just managing payments. They are managing stock, customers, suppliers, staffing and cash flow at the same time.
Payment support should make that work easier, not add another layer of frustration.
What Ely Aquatics shows about reviewing card processing
This case study is not about claiming that every business will save hundreds of pounds by switching.
It shows something more useful.
The best opportunity is not always found in the headline transaction rate.
Sometimes the rates are already competitive. The saving may be hidden in:
Terminal rental
Monthly service charges
Statement fees
PCI charges
Separate invoices
Old equipment costs
Poor settlement arrangements
The time spent dealing with an unhelpful provider
That is why a proper merchant statement analysis matters.
If your current card machine is slow, unreliable or expensive, then a review may be worthwhile.
If your processing rates look good but you are paying a separate terminal rental, then the total cost may still be improved.
And if your biggest frustration is dealing with a national call centre, then local support may be the most valuable part of the change.
A no-pressure review for your business
My approach with Ely Aquatics was simple:
Visit the business and understand how it operates.
Review the current statement.
Compare the full cost rather than one headline rate.
Be honest about where a saving was and was not possible.
Look for a practical way to improve the overall arrangement.
Provide local support after installation.
The result was a solution that matched the existing processing costs, removed the £22.99 monthly terminal rental and brought Jo back to a system she already trusted.
If you run a local retail business in Ely, Cambridgeshire or elsewhere in the UK, I can review your current merchant statement and explain your options.
There is no obligation to switch.
If you are already on a good deal, I will tell you. If there is a potential saving, I will show you where it comes from.
For straightforward advice, a free statement review and local support, contact That Card Machine Guy.
You can also learn more about merchant statement analysis and fee guides before getting in touch.