Time to play incentive card

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It is no surprise to hear about new retail loyalty schemes being launched (MW 20 October). Brands that already run such schemes are now seeing the opportunities that come with accessing data to understand their customers better, and to offer personalised promotions.

The backbone of a loyalty programme is the data but card holders have to be given a reason to swipe whether it be cashback, promotional or discount based.

The added benefit of coalition loyalty schemes, such as Nectar, is being able to offer customers the chance to collect and redeem points through a wide and far-reaching range of partners so there are more potential touchpoints, which can keep shoppers engaged and active in the scheme.

James Frost, marketing director, Nectar

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