Supermarket giant Tesco has said loyalty, rather than more price cuts, will keep its customers coming back as it doubled its Clubcard points today.
Tesco shoppers will receive two points for every £1 that they spend in stores or online.
The points can then be converted into vouchers worth up to four times their face value, which can be used at cinemas, restaurants and attractions.
The promotion looks to continue the success of its Double Up scheme, which gave twice as many reward points on certain items and garnered 500,000 new Clubcard customers in the three months following its launch.
But the move will be seen by many as an attempt to regain its falling market share and slowing sales growth.
The chain said a 4.3 per cent increase in first-quarter sales was a "solid start" in June, but was well down on Morrisons, which reported 7.3 per cent growth.
Carolyn Bradley, Tesco's UK marketing director, said: "No other supermarket offers customers the low prices and great promotions they want as well as a big thank you for shopping.
“Rather than continuing to invest in lower prices and short-term promotions, we wanted this to represent an additional thanks to customers they can enjoy.”
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