The British Red Cross has launched its loyalty card scheme in its charity shops nationwide, rewarding customers with points for the pounds they spend in store.

Amid a tough economic climate, the international humanitarian organisation is introducing the Give and Gain loyalty card to reward supporters who shop regularly with them.

Customers at the Red Cross shop in the St. Govans Centre at Pembroke Dock are invited to sign up and enjoy 10 per cent off their first purchase as well as the opportunity to earn double points in their first week as a loyalty card holder.

The card is the first of its kind within the charity retail sector, allowing customers to gain points in exchange for their purchases as well as enabling them to easily gift aid their stock donations.

Every pound spent earns one point and customers will be given discount vouchers according to the number of points gained. The discount vouchers can then be used in store or if customers prefer, they can donate their points back to the Red Cross.

Sarah Gibson, manager of the Red Cross shop in Pembroke Dock, said: "Our shops have a loyal customer following and it is important to make them feel special, so we are very excited to be launching this card.

"We want to reward our existing customers for their support, but we also want to attract more people and encourage them to give and gain. Last year, Red Cross shops raised nearly £6million towards helping people in crisis, both in the UK and abroad. Without the loyalty of our regular customers, we simply wouldn't be able to reach people when they need us most."

The Give and Gain card scheme is rolling out in Red Cross shops nationwide and customers are invited to ask in store for details and to sign up. The launch in Pembroke Dock yesterday (Thursday) was a fun-filled event, with face painting, cake sales and raffles taking place all day.