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Expert comment – Nectar shifts empahsis to push benefits of card
Marketing: June 2010. By Chris Whitson, Planning partner, SFW.
Marketing: June 2010. By Chris Whitson, Planning partner, SFW.
Why the sudden change of strategy? I can imagine Nectar being pushed by partners wanting an increase in trade, but if customers hoard points and blow them in Sainsbury’s or Homebase, no one wins.
The retailers have to accept them, regardless of the shopper’s behaviour in their stores; other partners get no benefit. Also, with a claimed 16.8m cardholders, I imagine Nectar partners want customers to cut down the number of points stored on their cards.