Vodafone customers will be able to notch up loyalty points by using their phones after the mobile giant joined the recently-launched Nectar scheme.
The group is to join companies including J Sainsbury, Debenhams, BP and Barclaycard in a scheme which is used by 40 per cent of British households and which already has 11 million customers.
The mobile phone operator will also be accompanied by Adams, the children's clothing store, in what was described as a "significant" step forward in expanding Nectar.
Vodaphone customers will be able to redeem their loyalty points for discounts on flights, their shopping bill at Sainsbury's, cinema tickets and entry to theme parks.
Lance Batchelor, marketing director for Vodafone UK, said the decision to signup to the card scheme was part of an initiative to "differentiate" its business from its rivals.
The new partners are set to go online from late spring, enabling card holders to earn two points for every £1 they spend.
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