Sainsbury’s hunts agency to run loyalty card scheme

Sainsbury’s is hunting for a below-the-line agency to handle the launch of a national loyalty card to rival Tesco’s Clubcard.

Sainsbury’s has never admitted it has definite plans to launch a card, although it is thought to have had talks with agencies about the project. The company refuses to comment.

Chairman David Sainsbury has publicly expressed reservations about the benefit of supermarket loyalty cards. However, he admits Sainsbury’s is looking at alternative versions of its own Saver Card, and rivals’ cards.

Sainsbury’s Saver Card loyalty scheme operates in more than half of its stores but each card is only valid for six months.

Tesco’s Clubcard loyalty scheme has 5 million members. It has just extended the scheme through the introduction of a loyalty card for students.

David Sainsbury says that if Sainsbury’s does decide to launch a card then it is likely to reward loyal shoppers by giving them greater discounts and benefits than those who shop occasionally.

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