Mail Newspapers, the firm behind the Daily Mail and Mail on Sunday, is revamping its loyalty scheme by joining the Nectar programme, in a move which will see MyMail points scrapped in favour of the Aimia company’s currency.
As Nectar’s first media partner, Mail Newspapers will join Sainsbury’s, eBay, BP and Virgin Trains on the programme, which boasts over 19 million members.
The MyMail programme was launched in 2010 and claims to be the largest newspaper loyalty programme in the world.
The deal follows a difficult time for Nectar and its parent firm, triggered in part by Sainsbury’s 2014 decision to slash its rewards as well as Ofgem’s ruling which restricted the use of loyalty schemes in the energy sector.
However, Nectar claims the business is now well on the road to recovery following last year’s relaunch which saw it introduce a new app and website and set up a personalisation engine to drive rewards.
And, following the appointment of new Nectar managing director James Moir late last year, in January it struck a deal with online photo printing company Photobox.
Mail Newspapers chief marketing officer Roland Agambar said: “This is a significant partnership for everyone involved. At the heart of the programme will be our members, who can now earn Nectar points, which, thanks to the coalition of leading brands, is the most attractive and accessible loyalty currency in the UK.
“Combining the reach and insight of Nectar and the Mail will help give us an even better understanding of our members to offer them the products, services and rewards that they want.”
Moir added: “In the highly competitive UK media market, rewards have an increasingly important role to play in both winning and retaining customers. This partnership is particularly important for Nectar as it takes the programme into the media sector for the first time, providing our members with yet another way to be rewarded for their everyday spend.”
MyMail customers’ existing points balances will be converted into Nectar points once they link their Nectar and MyMail accounts on MyMail.co.uk. Mirroring the current mechanics of the MyMail programme, customers will collect Nectar points when they purchase a Daily Mail newspaper by entering a unique code from the newspaper into their linked MyMail and Nectar accounts.
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