Love2reward has been selected to develop the only multi-choice reward mechanic for the new Mail Rewards Club, which is currently being tested in Scotland and launched with Heavyweight TV advertising.

As part of the programme readers will be able to spend the Flexecash reward card in any one of ten leading retailers, including Argos, Boots, Debenhams, New Look, Toys R Us, BHS, Comet, HMV, Halfords and Ernest Jones.

The Mail Rewards Club from The Mail on Sunday and Daily Mail aims to be their biggest-ever rewards initiative - this innovative loyalty programme launched on May 21, with a test in Scotland. There are plans to roll it out nationally and to make it the biggest ever newspaper rewards programme in the UK.

Flexecash, is the platform behind a range of innovative pre-paid card solutions, and was chosen for the Weekend Mail Rewards Club because of its flexibility.

Chris Hartley, Love2reward’s business development director, says: “Flexecash is currently accepted by 25 different retailers, but the Mail Rewards Club Flexecash card will be limited to spend at the ten retailers detailed as they most accurately reflect the Weekend Club customer profile.”

Commenting on behalf of Associated Newspapers, Allan MacCaskill says: “We are hopeful that Mail Rewards will prove a massive success and early results from the test in Scotland are very encouraging. Through research we know that a card giving lots of choice is vital to the success of the programme. Flexecash was the logical choice for the Mail Rewards Club because it’s simple to administer and allows us to match the retail-mix perfectly to our reader profile.”