Nectar cardholders can cash in reward points against the Oxfam Unwrapped range of aid gifts that include helping fund community education programmes, building farms and providing fresh water facilities in developing communities.
James Frost, Nectar marketing director, says the ability to redeem points against Oxfam Unwrapped gifts is just the first stage of the partnership, adding that both parties will explore further opportunities in the coming months.
He says: “We know that our collectors are hugely responsive to partnerships and opportunities that they truly believe in and we’re confident that this latest partnership will be positively received.”
Nectar hopes that the partnership with Oxfam will build on its efforts to use loyalty points and rewards to encourage positive behaviour change.
It has previously partnered with Birmingham City Council to offer residents points for getting fit and recycling. It also offers British Gas customers points for switching to paperless billing and givesSainsbury’s customers points in return for reusing carrier bags.
Eligible gifts from Oxfam Unwrapped start at 1,000 Nectar points, the equivalent of £5 cash value in line with Nectar’s standardised reward points.
The new partnership comes as Nectar celebrates its 10th anniversary. It is preparing a host of marketing activity to mark the milestone and has launched a TV ad starring comedian Dom Joly to kickstart a campaign to crowd source content.