Nectar's rewards and partners expand again

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By: Wise Marketer Staff |

Posted on February 5, 2003

UK-based children's clothing retailer, Adams, is to join the ranks of the Nectar loyalty programme's retail sponsors starting in late spring 2003, with all 334 of the firm's UK stores issuing points for all purchases made on Nectar cards.

Launched in September 2002 by Loyalty Management UK, the UK coalition loyalty programme, Nectar, now has over 11 million active cardholders (see feature article). Its initial sponsors were BP, Barclaycard, Debenhams, and Sainsbury's, later joined by drinks group First Quench (see Dec. 10th, 2002), and now Adams.

"Nectar will play a key role in our ambitious growth strategy, helping to drive full price sales and further extend our market share," said Philip Walker, product managing director for Adams. "We will be integrating Nectar across every aspect of our business, not just marketing and customer services."

Adams' growth
The company also plans to open forty new high street stores by 2004, and is spending 2.5 million on refurbishing 86 of its existing stores. Adams has also developed an exclusive new children's clothing brand, mini mode, in partnership with Boots.

And Richard Campbell, marketing director for Loyalty Management UK, added, "We are confident that our customers will welcome the addition of this children's clothing retailer."

First statements
January 2003 has also seen the distribution of the first wave of Nectar card holders' quarterly statements. Each member's statement clearly details the numbers of points earned or transferred in from each major retail partner, and provides comprehensive answers to the most likely questions that consumers may need to ask about their Nectar account or points balance.

The statement is accompanied by a personalised sheet of high value tear-off coupons and offer reminders, examples of which include:

  • Sainsbury's: spend 50 online and get 2,000 bonus points, or spend 30 in-store and get 1,200 bonus points.
  • Debenhams: Spend 25 or more and get 1,000 bonus points.
  • BP: Fill up with 20 litres of fuel and get 50 bonus points. Members can also earn another 100 bonus points by filling with (with at least 20 litres) four times in four weeks.
  • Argos: Spend 50 or more at selected stores and get 5 off.

Rewards round-up
Since the programme's launch in September 2002, the list of rewards and reward partners has also expanded significantly. The new rewards are as follows: