Dollond & Aitchison is to drop its allegiance to Tesco's Clubcard and will become part of Nectar, the UK's largest loyalty card scheme.
The multiple said this week that the decision was taken because Nectar offered more benefits to its customers than its existing affiliation to the Tesco Clubcard.
A spokeswoman for D&A insisted the switch from Tesco to Nectar had 'nothing to do with' the supermarket's entry into contact lenses this summer.
D&A commercial director Andrew Bailey said: 'We are delighted to be joining Nectar because now, for the first time since the scheme was launched in 2002, collectors have the opportunity to earn points on optical goods and services.
'Many of our customers are already Nectar cardholders, so it puts us in a strong position to reward existing customers as well as providing a compelling reason for new customers to shop at D&A.'
More than half of all households have someone with a Nectar card, which can be used to collect points at a growing club of 17 partners including Sainsbury's, Debenhams and BP. The D&A deal coincides with Nectar signing Carphone Warehouse's Talk Talk fixed-line telecoms business, replacing its agreement with Vodafone.