Convenience chain McColl’s Retail Group has launched a loyalty card scheme called Plus.

The scheme will reward customers who shop at the chain’s McColl’s, Martins or RS McColl’s stores with money off deals.

They will also have access to prizes and competitions in-store and online and be eligible for member offers from selected partners throughout the year. There are no points or stamps to collect.

Discounts currently available through the scheme include 10% off all Heritage and Independent own-label products; 10% off any three bottles of wine; 25p off the Daily Mirror and Sunday Mirror; and 10% off Carlsberg export 6 x 400ml.

Rewards available include £5 off a £30 spend at The Fragrance Shop, 15% off all orders with Flying Flowers and half price New Year breaks at Pontins.

The scheme, which is the first to be launched by McColl’s, was built in house and works through the retailers EPoS network.

McColl’s said Plus was being launched to help it increase sales in the c-store market and to respond more intelligently to its customers’ shopping habits.

“We have launched our Plus scheme as a way to say thank you to our loyal customers and reward them for choosing to shop with us,” said chairman and CEO James Lancaster.

“The card gives customers an array of fantastic savings, an opportunity to enter great competitions and to have access to special partner offers throughout the year.

“Plus is aimed at helping shoppers get even more value from McColl’s, reward them for their loyalty and help us understand our customers’ needs,” Lancaster added.