Nectar to push B2B scheme

Nectar is looking to grow its B2B loyalty scheme by communicating the benefits of the programme to SMEs.

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The move comes after Nectar found that more than two thirds of B2B marketers have never considered a loyalty programme.

James Frost, Nectar marketing director, says: “We have identified a massive opportunity for businesses to be using a loyalty scheme and looking to build awareness within the business community.

“The marketing channels we use to promote it are very different to the consumer channels.”

Frost says the B2B programme is a “parallel mirror image” of the Nectar consumer programme.

Members can collect points with a number of core brands relevant to the business sector such as office equipment firm Viking Direct, catering firm Brakes as well as a number of crossover partner brands, such as Amazon.co.uk and Apple, also offered on the consumer programme.

The B2B scheme allows members to earn points back on business spending, but Frost says members have much higher purchase power as a business.

Members can also combine their personal Nectar account with the business account as a dual-cardholder, and to spend the points personally, reinvest them in the business or use points rewards as staff incentives.

The loyalty programme currently has 550,000 small and medium sized businesses signed up, equating to around 15% of UK SMEs.

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