Nectar readies campaign to push online offering

Nectar is to switch focus to pushing its online shopping networks for its Christmas campaign as research suggests that bargain hungry customers are to turn to internet shopping in record numbers this year.

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The loyalty programme will launch press, radio and online activity to promote its affiliate shopping scheme. Shoppers can earn points by buying gifts through 500 e-shops for the likes of Amazon and eBay through the Nectar portal.

It wants to shift a greater percentage of Nectar’s 18 million customers online as well as attracting new custom among online shoppers unaware that they can earn points by shopping online.

Nectar’s 2010 festive campaign focused on the main offline Nectar Programme and the places where customers are able to collect and spend points. The AIMIA-owned scheme operates schemes for the likes Sainsbury’s, Debenhams and House of Fraser.

Online shopping is becoming increasingly popular and is likely to reach record levels in the run-up to Christmas as cash-strapped shoppers scan the web for cheap branded goods.

IMRG Capgemini e-retail sales index forecasts December online sales will climb 14% year on year to £7.75bn. Almost half that amount (£3.72bn) is expected to be spent in the two weeks from 28 November.

James Frost, Nectar marketing director, says its e-shops are growing twice as fast as the main Nectar programme as consumers seek out added value for their shopping.

The Nectar campaign, which breaks 23 November, was developed by G2 Joshua while media was bought by MediaVest.

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