The future of customer loyalty: Insights from Nectar

Andrea Sophocleous

With more than 19 million active members and partnerships with high-profile brands including Sainsbury's, BP, British Gas, eBay and Ford, Nectar has become the UK's biggest loyalty programme in the 11 years since its launch.

Aimia, the brand's parent company, also now runs many such schemes elsewhere in the world. In Australia, supermarket giant Coles, financial services stalwarts Commonwealth Bank, Westpac, ANZ and Bendigo Bank, and airline challenger brand Virgin Australia have each enlisted its expertise.

Drawing on all this data and intelligence, James Frost, Nectar's marketing director, delivered several valuable lessons in loyalty for attendees at the Engage Forum, a conference hosted by the Association for Data-driven Marketing and Advertising (ADMA) in Sydney in November 2013.

Ten lessons in loyalty