Rebranded EDF Energy joins Nectar loyalty programme

EDF Energy, which owns London Energy, SWEB Energy and Seeboard Energy brands, has become the latest company to sign up to the Nectar loyalty programme, in an attempt to promote customer retention among its 5 million customer accounts.

The move follows the rebranding of London Electricity Group as EDF Energy this summer (MW March 13).

The utility company, which has never had a customer loyalty programme or an affinity deal, is planning an ad campaign next year to support its partnership with Nectar. Maher Bird, which was recently appointed to handle the advertising account for the company, will create the campaign.

EDF Energy represents yet another high-profile recruitment for Nectar, which already has partnerships with Adams Childrenswear, All Sport, Barclaycard, BP, Debenhams, Ford, Sainsbury’s, Thresher Group and Vodafone.

The chief operating officer for customer brands Derek Lickorish says: “The rewards given to the customers will be structured in such a way that they will not encourage energy consumption, but instead reward those who pay promptly or by direct debit or those who become duel fuel customers.”

EDF Energy’s customers will be able to start collecting points on December 1. The company is owned by the French utility giant Electricité de France.