Sainsbury’s merger with Asda could see Nectar take off

Nectar-cardSainsbury’s £12bn merger with Asda could provide a major boost for the Nectar loyalty scheme and unlock customer insights on millions more UK shoppers, triggering a boom in data-driven marketing for both the supermarkets and brands alike.
Although the deal still requires regulatory approval, industry observers believe that the additional insight from Asda – which does not currently have a loyalty scheme but has built a single customer view (SCV) database – will give the Nectar scheme a major shot in the arm.
Sainsbury’s bought Nectar for a “knockdown” £60m in February, and one insider said it would be “madness” not to expand the scheme to Asda stores.
In recent years, both Sainsbury’s and Asda have ramped up their use of shopper insight. Asda has been developing its SCV; a platform for analytical and targeted, relationship marketing for the past four years and recruited former Tesco Clubcard and Sainsbury’s loyalty chief Andrew Mann as head of insight in 2016.
In the same year, Sainsbury’s created the role of chief data officer as part of plans to put customer information at the heart of its business, and appointed News UK chief Andrew Day to the job.
By pooling these operations into the Nectar scheme, the new group could challenge the dominance of the Tesco Clubcard.
The source said: “The customer data held by both Sainsbury’s and Asda would be a treasure trove for data-driven marketing. It would be madness not to bring Asda into the Nectar fold.
“Let’s face it, Nectar has never quite lived up to its billing. But this deal could be just the catalyst it needs to really take off.”

Related stories
Asda agency shake-up to boost customer engagement
Sainsbury’s plots major overhaul of Nectar programme
Sainsbury’s bags a bargain with ‘cut-price’ Nectar deal
Asda hires Mann to develop data-driven approach
Top Sainsbury’s role to put data at heart of business
Sainsbury’s to boost data driven marketing at last

Print Friendly

To leave a comment please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact If you are an existing user, please log in. If you have forgotten your log-in details please email to get them reset!

Existing Users Log In
 Remember Me  
New User Registration
*Required field