BP, Cineworld and Tesco are among the first brands to join a new debit-card loyalty scheme from Royal Bank of Scotland (RBS) and NatWest.
The reward scheme, called Cashback Plus, lets customers earn at least one per cent of their spend back on groceries bought from a select number of retailers, starting with Tesco, BP, Cineworld and Caffe Nero.
The state-backed banks have been working with data monetisation and loyalty programme specialist Reward, to trial the scheme over the last 18 months.
Today the service has been rolled out to RBS and NatWest’s existing UK customers, which total more than 12m.
The move forms part of RBS Group’s strategy to drive increased debit card use, spend and retention, while attracting new customers.
BP UK’s marketing director Alex Windle said being part of the scheme will help it “harness” the power of the banks’ transactional data and in doing so “drive profitable incremental sales to our forecourts”.
Allan Hardie, head of NatWest and RBS Current Accounts said: “We want to reward our loyal customers for banking with NatWest and RBS, but we also want to give our new customers an offer that won’t fizzle out just after signing up. This simple reward scheme requires no separate loyalty card and it’s completely free. Customers will get value back on something they do every day – using their debit card.”
Once users activate their debit car online the will start receiving the offers automatically loaded onto the Cashback Plus account. Participating retailers will ensure their offers are targeted based on individual customers’ shopping habits.
Cashback earned will be transferred back into the customer’s current account, or can be accumulated for greater value rewards, or changed in to cash and donated to UK charities, including the NSPCC.
Retailers that were part of the trail have claimed that the scheme drove incremental sales to their stores and online, while helping identify new customers which of their competitors they currently shop with.
Other retailers to join the scheme include Ernest Hones, H Samuel, and American Golf.