Sainsbury's trials new digitally-led Nectar loyalty scheme

Sainsbury’s is trialling a new version of its Nectar loyalty scheme as it aims to provide more relevant and personalised rewards for its customers.

The move, currently being tested in the company’s Isle of Wight stores, represents Sainsbury’s first major development of the scheme since it acquired Nectar from Aimia earlier this year.

The new concept allows customers to choose their own offers online or via the Nectar mobile app, from a curated list based on the products they buy most often. Shoppers will earn points on these offers as opposed to their total spend – and the number of points they are rewarded will be measured by what Sainsbury's deems their true loyalty to the retailer.

Shoppers will be rewarded based not just on how much they spend, but also on how frequently they shop and how long they’ve been a customer of the retailer. The more loyal a customer is to the group, which includes Sainsbury’s Bank and Argos, the more value they should get from the scheme.

Helen Hunter, director of innovation at Sainsbury’s, said: “We are excited to be trialling this new Nectar scheme which gives more rewards to our loyal customers.

“By giving them the option to choose the products on which they earn Nectar and awarding points based on loyalty, we’ll be able to show our most valuable customers how important they are to us. We’ll be actively listening to customers during the trial so that we can shape new Nectar as we learn.”

The new Nectar scheme will offer points of equal value to the existing scheme, with 500 points still worth £2.50. The changes to the programme will not impact customers’ existing points, and there are no revisions to the Nectar scheme at other Nectar partners.