Nectar pilots cross-shopping push

Nectar is to test a local marketing initiative that aims to encourage cross-shopping of loyalty card-holders among sponsors’ retail outlets and businesses, and to achieve greater media efficiency.

Richard Campbell, marketing director for Nectar operator Loyalty Management UK, says: “We are looking at how we can make our money work more efficiently. We are also looking to see whether the test will increase the cross-shopping rate for the local sponsors.”

The mailings will be sent to card-holders in certain conurbations in Nottingham and Cardiff. The mailings are in the shape of a postcard bearing four views of different stores owned by Nectar sponsors in the area. They carry the phrase “Greetings from” and the name of their city on the front, and fold out to reveal a map of the area marked with sponsors’ outlets and their contact details.

The campaign, which is a pastiche on postcard messages, has been created by WCRS and Dynamo and will also appear on billboards, in local press and on local radio.

If the scheme is successful in building up cross-shopping rates, it will be rolled out later this year. It builds on an initiative targeted at home movers who are also sent a mailing that informs them of members’ outlets in their area.

Nectar has decided to run its Nectar Great Giveaway promotion, under which up to twice a year card-holders become eligible for winning prizes depending on how much they spend.

Nectar has recently added Brewers Fayre and Brewsters to its sponsors, which also feature founders Barclaycard, BP, Debenhams and Sainsbury’s.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here