The Bestway Batleys Reward Card is paying dividends for customers and is now being used by 40% of the independent convenience market.
According to new figures released by the wholesaler, there has been a 116% increase in stamps since the card launched in February and a 54% increase in customers taking part.
Improvements and additions made in May have further boosted the number of retailers involved.
Bestway said almost 40% of all independent and symbol convenience stores have participated in the scheme.
Salih Sheikh, head of marketing at Bestway Wholesale, said: “Competition for our retail customers is increasing all the time and wholesale has to play its part in helping customers.
“This means listening and, wherever possible, giving back, whether that is in terms of price, service or rebates.”