Pigsback.com, a new personalised offers and rewards website, providing a unique approach to consumer e-marketing, has been announced.

The website uses the "empathy marketing" approach, which means consumers enrol online by outlining their areas of interest.

They then receive information from partner companies relevant to these areas and receive points through a rewards scheme every time they interact with the companies.

The members can then redeem their points for a variety of products and services.

Mr Michael Dwyer, chief executive officer of the company, said it was the only way forward for consumer e-marketing.

He said Pigsback.com neither bought nor sold personal data and had chosen to build its membership organically.

The site already has 2,000 members and the company currently employs 12 people.