Magazine article Marketing

Nectar Sparks Row with Sign-Up Claim

Magazine article Marketing

Nectar Sparks Row with Sign-Up Claim

Article excerpt

Nectar claimed this week it is the UK's biggest loyalty scheme, just two months after launch - and immediately came under fire from rivals critical of its slow registration rate.

The row, which centres on millions of 'unknown' Nectar users, breaks as Sainsbury's chief executive Sir Peter Davis prepares to make an upbeat statement today (Wednesday) about Nectar's impact on the supermarket's half-year results.

Doubt emerged about Nectar's announcement as industry sources suggested the collapse of the scheme's web site meant as few as 100,000 consumers had been actively integrated into the Nectar data system. The web site relaunched on Tuesday after a two-month absence.

Nectar said it has attracted 11.1 million active cardholders since it was unveiled in September, of whom 75% have registered with Nectar parent Loyalty Management UK.

Consumers do not have to register with Nectar until they want to redeem points, so around 2.8 million who are using their cards have not yet supplied their personal details. …

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