British supermarket chain Asda is extending its customer loyalty rewards scheme trial following a successful colleague pilot last month.

The Asda Rewards programme will be made available at certain stores in West Yorkshire and the West Midlands.

It was first trialled among more than 2,000 staff members at the same stores.

By using the Asda Rewards mobile app, customers can earn rewards when purchasing the retailer’s own-label star products, including everyday grocery lines, beers, wines, spirits and household cleaning and pet products.

Customers shopping across Cadbury’s, Heinz, Pampers, Budweiser, Gillette and other brands will also be able to claim the rewards.

After downloading the app, customers at the West Yorkshire and West Midlands stores can start building up a ‘cash pot’ when buying ‘star products’.

Users can redeem the rewards by converting the pot into vouchers for money off their next shopping basket.

Asda customer proposition and planning vice-president Matt McLellan said: “We know our customers want the best possible value when shopping with us, especially as household budgets become stretched.

“Our Asda Rewards trial rewards our loyal customers with pounds not points for buying the products they love.

“We hope that our customers will enjoy building up their cash pot during the trial and spending it on whatever they like in-store – or saving it for the all-important Christmas shop.”

As the scheme develops, Asda plans to personalise rewards for customers’ favourite purchases or those deemed environmentally friendly.

Earlier this month, the company announced plans to roll out its one-hour Express Delivery service to 96 more stores, offering access to its entire online product range.

The service allows customers living within three miles of an Express Delivery store to order items and have them delivered within an hour.

It was originally launched at the retailer’s stores in Halifax, Rotherham and Poole in July.