When Sky announced Sky VIP, its loyalty programme in 2017, I felt ripples of admiration among loyalty professionals in the retail industry. The scheme rewards customers based on the length of time they’ve been with Sky. Rather than trying to draw in new customers and keep them, it rewards existing customers—and compels you to check the benefits before you think of leaving.

Sainsbury’s Nectar card trial works in a similar vein. The digitally-led and app-based loyalty scheme, being trialled in the Isle of Wight from Thursday (12 April), will shift rewards away from being based on value of spend, to the frequency of shopping trips as well as the length of time that shoppers have been JS customers.

You can read more on tcc’s global insights director Bryan Roberts’ analysis of Sainsbury’s app-based Nectar scheme trail on The Grocer, here.

The article was originally published on 13.04.2018.

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