Additional Papers: Dancing in step — The choreography of loyalty partnerships. Can Nectar succeed where Shell Smart failed?

Abstract

The arrival of Nectar has reignited interest in multi-partner loyalty schemes. Industry experts were invited to comment on the implications of the chequered history of other loyalty programmes for Nectar. There are two central issues: first, the set-up of the scheme to make it attractive to consumers, and secondly, the use of customer data to generate actionable insights for the partners. Nectar can justifiably be pleased with its successful consumer marketing. Its next step, turning data into useful actions, will be a major challenge. Some of the difficulties are highlighted and discussed.