Sainsbury's launches new loyalty programme

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By: Wise Marketer Staff |

Posted on March 18, 2002

Sainsbury's launches new loyalty programme

Sainsbury's has launched its new loyalty programme with an introductory half price (or two for the price of one) flight offer.

UK supermarket chain, Sainsbury's, has launched a new loyalty programme to replace Air Miles, which has now moved to rival supermarket chain, Tesco (see story). The new programme includes flight deals and money off holidays from partners including BMI British Midland, Virgin Atlantic and Lunn Poly, and cinema tickets from Odeon cinemas. In many cases, Reward Vouchers can be redeemed instantly.

Introductory phase According to Sainsbury's, the number of vouchers needed for flight offers is 16% less than it was on Air Miles. During the programme's introductory phase 40,000 half price (or two for the price of one) BMI British Midland flights are being offered on a first-come-first-served basis. During this promotion, a flight from London to Paris will "cost" customers just five Reward Vouchers, instead of the usual ten.

How the points work Customers earn two Reward Points for every £1 spent at Sainsbury's. Each 500 points (£250 spent) earns one Reward voucher. So, during the promotional period, customers will have to spend £1250 in order to earn a London to Paris flight - and double that after the introductory period is over. If the extra Reward Points awarded on various promoted items are taken into account, the spend requirement is less. Customers also earn one Reward Point for every £1 spent on their Sainsbury's Bank Visa cards.

Quick redemption As soon as customers earn enough Reward Points they are offered their reward voucher at the till point. This can then be exchanged at the customer service desk for flight vouchers or redeemed direct at some outlets such as Lunn Poly and Odeon cinemas.

These new offers are in addition to the current Reward Card offers with Living Well Health Clubs, Whitbread, Homebase, Blockbusters, Xtra-vision (NI), Wight Link and Cawoods (NI).

The Reward Card, launched in 1996, is used by some eight million customers.

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