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.”