Asda has extended the trial of its ‘pounds not points’ loyalty app to customers at 16 of its stores after a successful pilot of the programme with staff.

Customers at 16 stores across West Yorkshire and the West Midlands can download the Asda Rewards app from today. With the app, customers can build cash rewards in a pot each time they buy a ‘star product’ or complete ’in-app missions’. 

An example of an in-app mission would be if a customer bought five items of fruit or vegetables in their shop, 50p would be added to their pot.

Coming into the festive season, Asda said customers would also have access to “special Halloween and Christmas missions to complete and earn – for example, the ‘Haunted House’ mission, will see customers earn £3 for their cash pot when they spend £15 on Halloween decorations in store”.

Asda said customers would earn rewards for shopping across a range of brands such as Cadbury, Heinz, Pampers, Budweiser and Gillette.

The grocer initially trialled the programme with staff. Asda said: “Over 2,000 colleagues from the 16 stores signed up to the programme and their feedback has helped shape the app ready for the next stage of customer trial.”

Asda vice president customer proposition and planning Matt McLellan said: “We know our customers want the best possible value when shopping with us, especially as household budgets become stretched. 

“Our Asda Rewards trial rewards our loyal customers with pounds not points for buying the products they love. We hope that our customers will enjoy building up their cash pot during the trial and spending it on whatever they like in-store – or saving it for the all-important Christmas shop.”

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