A US web-based loyalty marketing company, MyPoints, has signed up three of the UK's biggest household retail names for its summer launch into Europe.

Boots, Dixons and Marks & Spencer have signed deals with the company that allows its advertisers to reward virtually any online consumer activity, from receiving offers by permission email, to reading personalised online advertising, and making actual purchases.

MyPoints Europe, a joint venture between MyPoints.com and Great Universal Stores, offers consumers two ways to earn points.

They can either browsing onto an 'earnings' page showing offers suited to the user's profile, or they can accepting MyPoints Bonus Mail, which delivers targeted offers directly to the consumer's email box.

Marketing director, David Brosse, said: "Here in the UK, we hope to mirror the success that MyPoints has had in the US and assemble a highly responsive audience of consumers, and a partner list that includes the most recognised and respected brands."