WHSmith is to restructure its Clubcard scheme to simplify the system and reward its most loyal customers.
From Sunday, the retailer will introduce a new earnings and redemption structure for cardholders.
Customers used to earn two points for every£1 spent in WHSmith and could then redeem points for price reductions in-store - 100 points gave a£2 discount.
But the retailer has now lowered this to one point for every£1 spent, and£1 off for every 100 points collected.
WHSmith will, however, make more bonus points available through in-store offers and via direct mailings to high-spending shoppers. The store group will send quarterly mailings to its 1 million top customers, offering vouchers for 500 bonus points when they spend£10 or more in-store.
WHSmith new media controller Richard Howe said: 'Our customer research highlighted two issues with the previous scheme that we needed to address: customers found it difficult to understand and they felt it took too long to save up a meaningful number of points.
'By identifying the core market for the Clubcard, we have been able to design a new scheme, enabling them to enjoy a more focused scheme with regular boosts to their points balance.'
WHSmith has 2.5 million active Clubcard holders.
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