Loyalty Management UK (LMUK) is launching Nectar Direct in millions of reward mailings being sent to Nectar members this week, opening up an additional sales channel to the company.
LMUK believes the service offers consumers a hassle-free option when buying Christmas gifts.
Argos, one of Nectar's reward partners, is handling the fulfilment elements of Nectar Direct, which also includes Panasonic, BT, Dyson and Sony PlayStation products.
The launch, targeting consumers planning to purchase Christmas gifts, represents the latest stage in LMUK's expansion strategy, less than 15 months after the scheme was unveiled. As Marketing recently revealed, LMUK is planning to launch a separate loyalty programme called Nectar for Business, allowing collectors to earn points on office supplies and technology (October 16).
A £1m through-the-line marketing campaign is supporting Nectar's Christmas strategy, with press and radio ads created by WCRS. Media is through Starcom Motive. The ads employ a variation on Nectar's usual strapline, promising consumers that 'Christmas Rewards are Sweeter With Nectar'.
A separate reward offer, giving Nectar collectors the chance to fly to Lapland, has already sold out one flight from London Gatwick. Some seats remain available on a service from Manchester.
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