British Gas readies Nectar campaign

British Gas is poised to launch a television campaign to promote its tie-up with loyalty scheme Nectar as the energy supplier seeks to bolster commercial revenue.

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The campaign will focus on how the partnership will work for existing customers, but British Gas will also aim to leverage the Nectar scheme to attract new customers.

The energy provider signed up to Nectar in September replacing EDF Energy as the loyalty programme’s utility partner from the start of this year.

At the time, Phil Bentley, managing director of British Gas, said the partnership was a way for the energy firm to reward customer loyalty by allowing them to collect points and claim Nectar rewards on their energy bills.

British Gas has recently restructured its senior management team to aid efforts to remodel the firm and become “more than an energy provider”.
Former marketing director Rick Vlemmiks is now commercial director and former commercial and strategic marketing director Dean Keeling now leads the newly formed Smart Homes division.

British Gas has, however, come under fire from consumer groups that have accused it of profiting from a 7% price rise as consumers faced the one of the coldest winters on record.

Nectar has more than 16 million active cardholders and more than 500 brand partners including Sainsbury’s, Homebase, Eurostar and Vue cinemas.

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