Further details have emerged about Sainsbury’s notorious ‘50p Challenge,’ which calls on staff to encourage shoppers to spend an extra 50p.

The challenge came to light last week after a poster for the staff initiative was accidently displayed in the window of its Stratford store in East London. A pic of the poster was uploaded on Twitter by a passer-by, leading to social media mockery.

The latest issue of Sainsbury’s staff magazine The Journal reveals the 50p Challenge is part of a wider initiative dubbed ‘think customer’ to deliver strong customer service.

“Despite the very tough market conditions we currently face in retail, there are many things we can all do in our own stores to make us ‘Best in Town’ and ‘Best in Street’,” retail and operations director Roger Burnley told staff.

He called on them to “truly ‘think customer’ in everything we do” and “to make sure that every customer… leaves us happy and wanting to come back.

“If every customer who shops with us until year-end spends an extra 50p on each shopping trip, we’d almost certainly beat our budget.”