More customers now have a Nectar card than any other loyalty card.
The number of people with a Nectar loyalty card has increased by
over one million in the last twelve months to make the Nectar
loyalty scheme the largest and most popular scheme in the UK, with
16.8 million people using the Nectar card across the country. There
are now more people who have a Nectar card than have a Tesco
Clubcard or Boots Advantage card.
A major attraction of the Nectar scheme is the number and range of its partners. In addition to Sainsbury's, there are 14 partners including over 400 online retailers in the Nectar programme and 50% of UK households collect points when shopping in stores and online, booking a holiday, paying household bills, buying petrol and eating out.
There is no doubt that the recent growth of the Nectar scheme has been driven, in part, by savvy shoppers wanting more for their money during the recession. Also, new Sainsbury's store openings and the addition of Homebase as a Nectar partner have played a major part in the success of the scheme.
Sainsbury's greatly enhanced its loyalty offer to customers with the introduction last September of its 'coupon at till' initiative. In the company's biggest investment in loyalty since it launched Nectar in 2002, customers are rewarded at the till with money-off coupons for hundreds of branded and Sainsbury's own brand products. The Nectar card database is used extensively as part of this scheme - the historical data on customers' shopping choices ensure that coupons are specifically targeted at what Sainsburys' Nectar card holders actually buy.
Gwyn Burr, Sainsbury's Customer Director, said: "Customers are increasingly 'savvy' and they shop around for the best value for money they can find. At Sainsbury's we have lowered prices, offer great value promotions and sell high quality, ethically sourced products - and we reward our customers' loyalty with Nectar points and money-saving coupons as well. Our customers appreciate that and over one million new Nectar card holders have signed up in the last twelve months alone to take advantage of the benefits."