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The deal makes the chain Air Miles' first department store partner. Rival scheme Nectar boasts Debenhams as one of its founding partners.

House of Fraser has been trialling its Recognition Card and Recognition FraserCard, which has a credit card facility, in about a dozen stores for the past two years, but is now extending the scheme across its 50 stores.

It is allowing consumers to exchange their Recognition vouchers for Air Miles at a rate of 30 Air Miles for each £5 voucher.

"Recognition has given us an opportunity to reinvigorate and reinvent the existing FraserCard into a great proposition for all customers," said John Coleman, House of Fraser chief executive.

The department store chain, which includes prestige stores such as Barkers of Kensington, is planning a number of double- and triple-point shopping days at selected shops throughout the year.