Loyalty scheme operator Nectar is to trial offering residents in Birmingham the chance to collect points when they recycle or use their local leisure centre.

The pilot, run in collaboration with Birmingham City Council, awards 25 points for each recycling collection or leisure centre visit.

The scheme involves 5,000 houses in the Bournville and Erdington wards of Birmingham and runs from September 1 to March next year. If successful the scheme, which is being funded by the West Midlands Improvement Efficiency Initiative, will be rolled out to 400,000 homes.

The joint venture is the first of its kind, allowing points earned via recycling and leisure visits to be redeemed at retailers including Sainsbury’s, Homebase and Argos.

Residents in the pilot area will be given barcoded stickers, to be placed on their recycling bins, that will be scanned by council staff every time a collection is made.

Nectar managing director Jan Pieter Lips said: “This is an innovative way for local authorities to reward residents for behaviour that benefits their community.”