Thomson Directories has become a Nectar for Business sponsor

(21/09/2006)

Nectar is the UK's largest loyalty scheme with over half of all households having a Nectar card. New sponsors are recruited on a retail category exclusive basis and to date this has been restricted to major multiple operations only.

Thomson Directories has become a Nectar for Business sponsor. The Thomson agreement gives even the smallest business the chance for its customers to earn Nectar points and benefit from the cachet of offering a nationally recognised loyalty reward scheme that is used for a wide range of consumer purchases.

The scheme is designed so that participating advertisers will gain in two ways. When they buy a Nectar affiliate advertisement they will receive 2 points per pound spent, up to a maximum value of 5,000 points per year. Their advertisements will carry the Nectar logo and anyone calling in response to those advertisements will receive 50 points simply for making the call.

Announcing the move, Thomson Directories’ CEO Max Alexander said: “Being the number 2 in our market means that we have to try harder. Awarding Nectar points gives our users and advertisers that bit more than the other guys can offer. We’ll bring the power of big-budget branding to the SME and become the Nectar collector’s directory of choice.”

Welcoming Thomson to the ranks of Nectar Sponsors, Jan-Pieter Lips, Business Development Director of Nectar for Business said: “Nectar for Business is dedicated to small businesses so this deal is a great strategic fit for both businesses. Thomson Directories is an ideal partner in that not only is it a household name, it is also a company that works hard on behalf of its customers to develop new initiatives that add value to their advertising.

In setting up the programme, Thomson and Nectar for Business have focused on simplifying the process for directory users. Each Nectar advertisement with feature the Nectar logo and will carry an automated call number. Collectors that call this number will be prompted for their Nectar account number before being connected to the advertiser.

All points will be allocated by Thomson: for the advertiser, calls can be handled in the normal way with no additional administration involved. The two partners have developed a ‘fair use’ policy which will prevent abuse of the system.

The Thomson/Nectar programme will roll out over the next 18 months on the normal directory production schedule. Nectar affiliate advertisements will appear in every directory by December 2007 and an extensive promotional programme is planned to support the rolling launch.

Related categories:  Organisational changes 

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