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

特易购（Tesco）、桑斯伯里（Sainsbury's）、阿斯达（Asda）和莫里斯（Morrisons）目前为其顾客忠诚计划的会员提供奖励积分，只要会员达到消费目标即可。

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. 

不同超市对会员提出的挑战各不相同，有些需要会员更频繁地购物，而另外一些则需要会员在某个截止日期之前完成消费特定商品。

Supermarkets say these schemes offer better value and more personalised savings, but the consumer group Which? and the debt charity StepChange have warned that setting shopping challenges could encourage people to spend more than they can afford.

超市说这些会员项目为会员提供更物有所值的产品和更具个性化的省钱方案。但英国消费者组织 Which? 和债务慈善机构 StepChange 则警告称，给顾客设置购物挑战可能会鼓励公众超过自己的消费能力购物。

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. New data from the research firm Kantar suggest the average person has loyalty cards for three different supermarkets.

一些零售业专家告诉 BBC，个性化价格和消费挑战只不过是超市想让顾客在自家多消费而不在竞争对手那里消费的一个方法。市场调研公司 Kantar（凯度）的新数据显示，一个普通顾客会拥有三家不同超市的忠诚会员卡。

词汇表

loyalty schemes 顾客忠诚计划
spending targets 消费目标
deadline 截止日期
value 价值、物有所值
debt 债务
afford 能消费得起
retail experts 零售业专家
rivals 竞争对手
loyalty cards 忠诚会员卡