Sainsbury’s has bigged up its partnership with Nectar by saying that loyalty card data has played a key role in moving customers from shopping instore to going online.
The supermarket’s web operation was one of the few success stories over the Christmas period, rising by 10% in January, with annual online groceries sales now standing at more than £1bn.
Speaking at the British Retail Consortium Omni-Channel Retailing conference in London, Sainsbury’s director of online, digital and cross-channel Jon Rudoe said: “One of the key advantages we have over some of our competitors is that most don’t have a multichannel perspective [through their loyalty programmes].
“[Nectar] really gives us a multichannel perspective. I’m not sure that when the loyalty card was conceived they thought of that.”
Claiming that Nectar has got Sainsbury’s “a long way down” the path in understanding customer behaviour across multiple channels, Rudoe said the supermarket uses the data to encourage shoppers to use different channels.
“What’s surprising is the level of incentivising we do inside our stores to get shoppers to shop online,” he added said, explaining that the supermarket can provide targeted coupons at the till drive shoppers online.
But he warned: “It can’t be technology for technology’s sake, or you end up building things for the hell of it. It has to be grounded in something that the customer wants to do.”
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