Nectar goes to Bingo after the Spring sale
The UK-based coalition loyalty programme Nectar has announced that the cost of reward redemptions will be reduced for one month in its new 'Spring Sale'. At the same time the programme's operator, Loyalty Management UK (LMUK), has announced the signing of a new points-issuing partner, Gala Bingo, from June 2007.
The Nectar Rewards Spring Sale runs for one month only, and began on 17th March 2007. During the month-long promotion, a variety of different products are featured in the sale each week.
Weekly offers In week one, members can get two movie or game rentals for the price of one when they swipe their card at Blockbuster. In week two, members will be offered a Nectar to Your Door sale; they will be able to buy items online from Nectar at discounts up to 50%, to be delivered within seven days. In week three, they will be able to buy a case of wine from Laithwaites for 6,450 points. In week four they can buy half price CDs from CD Wow! from 800 points.
New partner Beginning in June 2007, Gala Bingo members will earn Nectar points whenever they visit a Gala Bingo club. Members will be invited to link their membership card to their Nectar card and points can then be automatically credited when they 'swipe in' upon entrance to any of Gala's 170 clubs throughout the UK.
The initial three year partnership is being supported by a full marketing campaign before launch, including communications designed to encourage pre-registration amongst the top 400,000 members. In addition, direct mail to 1.5 million members is planned in mid-April, providing members with new cards carrying Gala Bingo's brand identity, as well as information about the Nectar link-up. A full suite of POS materials will be displayed in all of the clubs, and a staff education and engagement programme has already begun.
Rewards desired According to Kate Howe, group marketing director for Gala Coral Group, many of Gala's regular players visit their club twice a week or more, so they are very important to the company. Moreover, Gala members have said that they want to be rewarded for their loyalty.
Overall, 48% of new Gala members are between 18 and 34 years old, and the company says that bingo is cited as being one of the most popular leisure activities for women aged 20 to 25. Gala claims some 32 million admissions to its clubs each year, and pays out an average of some £28 million in prize money each week.