Sainsbury’s is looking to sweeten its Nectar loyalty card with a voluntary trial overhaul of its loyalty scheme kicking off in the Isle of Wight from 12 April, ahead of a potential nationwide rollout.
Instead of earning points directly on each pound spent the onus will be on shoppers to choose specific offers that they wish to earn, a process that will be eased through the concurrent launch of a new app and card.
This will enable the supermarket giant to target individual offers based on historic shopping data as well as QR code functionality to collect points directly from a smartphone.
Smart shoppers can select up to five ‘favourite’ deals to earn bonus points on regular purchase items with Sainsbury’s pledging an average of eight or nine bonus point offers each week.
In this way dedicated Sainsbury’s shoppers could benefit by accruing more points so long as they go through the rigmarole of pre-selecting the best deals in advance. Infrequent shoppers and those less clued up could lose out.
Helen Hunter, director of innovation at Sainsbury's, said: "By giving them the option to choose the products on which they earn Nectar and awarding points based on loyalty, we'll be able to show our most valuable customers how important they are to us. We’ll be actively listening to customers during the trial so that we can shape new Nectar as we learn."
To redeem these offers customers will be required to scan their purple Nectar cards or reveal a QR code from within the app.
Sainsbury's wrested control of Nectar from Aimia in a £60m deal at the start of the year.