British Gas is set to introduce a series of initiatives to rewards its customers as part of a £100 million loyalty scheme.

British Gas Rewards is scheduled to launch in April and will present customers with a selection of personalised offers. All British Gas customers will be eligible.

The offers will include: “loyalty deals” on energy tariffs, with larger discounts going to those who have been a customer for longer; a new energy tariff bundled with its Homecare services; another tariff bundled with Hive heating controls and other smart home technology; and “entertainment perks” through a collaboration with broadcaster Sky.

Customers do not need to do anything at this stage and will be contacted directly by British Gas with an invite.

Centrica consumer chief executive Mark Hodges said: “In the competitive services and energy markets where consumers have many choices, we know we have to work hard to win new business and keep our loyal customers happy.

“Our customer base is very diverse, and what they want and need from us varies significantly. The rewards programme we’re unveiling today is about offering customers more than just energy.

“Above all it’s vital that we ensure customers continue to make an active informed choice about their energy tariff. We recognise there’s more to do; today’s announcement isn’t the end of our drive to engage customers, but it is a major milestone.”

Earlier this month British Gas extended a price freeze for customers on standard variable tariffs until August 2017.

The chair of business, energy and industrial strategy committee Ian Wright has called for suppliers to give a 10 per cent discount to loyal customers

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