Once more with feeling: Sainsbury’s opens Nectar 360

nectar againThe Nectar loyalty scheme, which has seen more relaunches than Cape Canaveral, is going for yet another lift-off as part of Sainsbury’s plan to squeeze more value out of the company it bought for £60m two years ago.

The move sees the retail giant merge Nectar with in-house agency i2C, launched as a joint venture with former Nectar owner Aimia in 2012, and rebrand “Nectar 360”.

The business, which has a 250-strong team at launch, claims it has access to 19 different media channels, including Sainsbury’s and Argos websites.

The idea is to push Nectar’s insights and data-driven marketing services to the scheme’s 400 partners, giving them access to a broader set of data and wider suite of channels, while offering the 19 million Nectar members more personalised rewards.

This means that partners will be able to see how their customers interact across Sainsbury’s businesses, including what they are buying, while customers will receive offers from them through Sainsbury’s channels.

Nectar 360 managing director James Moir told Marketing Week: “Bringing it together as one marketing agency aligns the best of those worlds. It’s relevant for customers because we have made sure we’ve found exactly the right audience; it’s great for brands because they can now reach their customers in a new way.

“We’re able to talk to specific groups of customers that would find that relevant through the Sainsbury’s channels and store estates.

“We will continue to drive awareness of the proposition. We will also continue to invest in the app to keep it interesting and engaging for customers.”

In October last year, Nectar launched a major marketing campaign by Iris to promote its latest digital app, and introduce its new “get your Nectar on” strapline.

Once they have downloaded the app, customers are sent a range of points-boosting offers based on their shopping habits every Friday. Shoppers can view all of their tailored offers on the website or app, where they can “save” the ones they want to use before shopping.

Moir claims the digital Nectar platform has attracted more than 3.5 million unique users since October.

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