Daily Mail partners with Nectar in a bid to ignite print sales

The new partnership means Daily Mail readers can earn Nectar points every time they buy the Daily Mail or The Mail on Sunday.

Mail

Mail Newspapers, publisher of the Daily Mail and The Mail on Sunday, has partnered with Nectar in a bid to better understand its readers and push its print product.

The partnership, set to launch this summer, enables consumers to earn Nectar points every time they buy the print edition of the Daily Mail or the Mail on Sunday. It will also offer rewards to collectors, including money off shopping, travel, days out and cinema tickets.

Nectar points will replace the currency of the existing MyMail loyalty scheme, which the publisher says has become the largest newspaper loyalty programme in the market since launching in 2010. Customers’ existing points balances will be converted into Nectar points once they link their Nectar and MyMail accounts onto the MyMail website.

This is Nectar’s first ever media partnership, with Mail Newspapers joining Nectar’s coalition of brands including the likes of Sainsbury’s and eBay. Nectar has nearly 20 million members.

In December 2016, the Daily Mail suffered a year-on-year sales decline of 6.7%, according to ABC. This is a more rapid decline than the likes of the Daily Express and the Mail’s headline total of 1,491,264 relied on 66,000 bulks. However, the publisher told Marketing Week January Audit Bureau of Circulation figures show share of retail sales are at an all-time high for the Daily Mail.

Yet Roland Agambar, CMO at Mail Newspapers, has tried to distance himself from the idea that the Nectar partnership is about reigniting flagging sales.

“This is an exciting and significant partnership for everyone involved,” says Agambar. “Combining the reach and insight of Nectar and the Mail will help give us an even better understanding of our members to offer them the products, services and rewards that they want.”

Meanwhile, James Moir, Nectar’s managing director adds: “In the highly competitive UK media market, rewards have an increasingly important role to play in both winning and retaining customers. This partnership is particularly important for Nectar as it takes the programme into the media sector for the first time, providing our members with yet another way to be rewarded for their everyday spend.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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