Irish grocery retailer SuperValu has incorporated Eir into its relaunched Real Rewards loyalty scheme.
The partnership means SuperValu customers can now collect points by linking their Eir broadband or landline accounts to their loyalty cards, which can be swapped for money-off vouchers.
The offer, which goes live this week, also allows customers use points to avail of discounts of up to €60 off future Eir bills.
SuperValu said it was investing €40 million in the scheme, which also partners with Bank of Ireland and Electric Ireland, with the aim of making it the number one loyalty programme in the State.
"Continuous innovation is at the core of SuperValu's business as we look for more ways to reward our customers for their loyalty," SuperValu managing director Martin Kelleher said.
Eir chief executive Richard Moat said: "There is great synergy between Eir and SuperValu, another great Irish brand, and we are delighted to partner with them on the Real Rewards scheme."
In October of last year, SuperValu announced Bank of Ireland as the first in a number of new partners from a range of leading Irish brands to be incorporated into the Real Rewards programme.
Since the relaunch, an additional 160,000 customers have joined the scheme, bringing the total membership to about 1.1 million people.
