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[00:00.36] Tesco, Sainsbury's, Asda and Morrisons are now offering members of their loyalty schemes bonus points if they hit spending targets.

[00:07.62] The challenges vary between supermarkets, but some involve shopping more frequently, while others are about hitting a spending target on specific products before a deadline.

[00:17.64] Supermarkets say these schemes offer better value and more personalised savings, but the consumer group Which?

[00:26.65] and the debt charity StepChange have warned that setting shopping challenges could encourage people to spend more than they can afford.、

[00:31.41] Retail experts have told the BBC personalised prices and challenges are simply a way for supermarkets to get customers to spend more with them instead of their rivals.

[00:41.43] New data from the research firm Kantar suggest the average person has loyalty cards for three different supermarkets.

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