Profile: Jeremy Gilley

The man marketing world peace

Nectar trumps Clubcard

Nectar, the loyalty card endorsed by Sainsbury’s and Homebase, has overtaken Tesco’s Clubcard with more cardholders than its rivals.

Nectar claims that it has added one million new members to its loyalty scheme in the past 12 months as consumers look to add value to their shopping, and now boasts 16.8 million members, more than both Tesco Clubcard and Boots’ Advantage Card.

Nectar has 14 retail partners including Sainsbury’s Homebase, BP, EDF Energy and 400 online partners including Expedia.co.uk, Amazon.co.uk and Play.com, where consumers can collect and redeem Nectar points.

Last year, Sainsbury’s launched its “coupon at till” initiative which used Nectar data to offer shoppers targeted money-off coupons at the till.

Nectar also teamed up with well being company Fitbug to offer consumers loyalty points for customers pursuing a healthier lifestyle.

Groupe Aeroplan, the Canadian loyalty management company that owns the Nectar programme bought US loyalty marketing company Carlson Marketing.

During the Christmas period, rivals Tesco sent out £67m worth of customer loyalty rewards, two months earlier than its normal quarterly release in February.

Readers' comments (3)

  • Trumps in terms of numbers of cardholders yes but in terms of data analysis and marketing still light years behind.

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  • Yes! we're waiting Nectar in Italy, to see what they can do against Carrefour and Esselunga (both with "homemade" loyalty program), PAM/DunnHumby, Vodafone, etc. Good luck!

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  • I always wonder how many people are loyal to the program rather than the company behind it; in the case of Nectar I think this is particularly notable because there are so many members on the scheme. Clubcard trumps Nectar IMO, it's a more personal experience between consumer and company.

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