The launch of a new variation on Co-operative Group's Dividend card has proved a hit with more than 200,000 customers signing up. The Three and One Dividend card, which earns 3% back on all Co-op branded and fresh goods and 1% on all other products, is being trialled in Wales and the south west. The original Dividend scheme, running throughout the rest of the Co-operative Group's stores, offers 5% on all Co-op goods and fresh foods, with nothing on alternative brands. A Co-op spokeswoman said customers were keen on the new system. "We carried out extensive market research which revealed that our customers were positive about Dividend, but would prefer to have it on all their shopping." The scheme has been running in 75 stores in Wales and 57 across the south west for the past four weeks and the spokeswoman said demand had exceeded all the society's expectations. The society estimates that £3m will be handed to shoppers in the form of Dividend payments over the coming year. The spokeswoman added that it would consider extending the new system to all its stores. "We will be reviewing the trial in the coming months and make a decision on how we want to go forward." She added: "At the moment the results have been extremely encouraging." According to the Co-op the Dividend card is the only loyalty card to pay out in cash, with payments made twice a year. {{NEWS }}