The Daily Mail and The Mail on Sunday are launching what they claim is their biggest-ever rewards scheme this weekend saying that alleged spoiler tactics used by their national rivals were 'old and tired".
The Mail Rewards Club is being rolled out across the UK after a trial at the Scottish Daily Mail.
Under the scheme readers will be invited to register online to join the Mail Rewards Club and will then receive rewards including £5 vouchers to spend at high street shops like Tesco, Boots, Morrisons, John Lewis, WH Smith and Argos. Other offers include free cinema tickets and £5 free petrol at BP.
Roland Agambar, the chief marketing officer at parent company A&N Media – which includes the Associated Newspapers and Northcliffe Media group – said: 'Mail Rewards Club is about us thanking our readers for their loyalty with some fantastic rewards.
'In doing so, we hope to improve their frequency of purchase and also the crossover of readership between Saturday's Daily Mail and The Mail on Sunday."
A&N Media said Mail Rewards will see it move toward a more 'targeted and efficient'promotions programme than its national rivals.
The company also said other nationals had attempted to pre-empt its launch by running their own promotions, which Agambar called 'old and tired".
'The test in Scotland was a vital final element for us to test out the programme with customers and we were delighted with the results,'he said.
'Attempts to pre-empt our national launch have used old and tired token collect mechanics and missed out on some of the key triggers we have identified in the development of The Mail Rewards Club programme.
'The long term success of Mail Rewards will be as much about delivering outstanding customer experiences every time as it is about the promotional offer. This is not something that can be pulled together in a couple of weeks'
To earn Rewards members will be asked to register unique numbers online which will appear each week in Saturday's Daily Mail and in The Mail on Sunday.
A&N Media said it expected the Mail Rewards Club to develop into the 'biggest ever newspaper rewards programme in the UK".