Dunnes Stores has introduced the first loyalty scheme for seniors. Customers over 60 years of age are targeted in this sub-club of the existing Value Club scheme. They will be given money off savings and, according to the company, "special offers and items of interest to suit the distinct and identifiable needs of this consumer group".

More than 100,000 seniors are signed up for the chain's general scheme and already 20,000 have moved over to the new scheme.