Owner Loyalty Management UK plans to engage employees of its 17 partners, which include Sainsbury's, Debenhams and BP, through quarterly workshops, newsletters and Nectar merchandise to ensure that they are up to date on what benefits it can offer customers.
The training programme, devised by performance consultancy invigor8, whose clients include Asda, B&Q, and Arla Foods, is intended to boost take-up of the card, which has plateaued at the 13m mark for more than a year.
It is being aimed at the companies' call-centre staff, store managers and shop-floor staff to create 'Nectar champions', who will act as frontline brand ambassadors for the scheme.
Every three months representatives from each sponsor will meet to decide on activity for the next quarter.
LMUK marketing director Richard Campbell said that it was part of its strategy for establishing a common marketing platform for Nectar.
"We are aware that there could be a case of things going back to business as usual for our sponsors, so we need to make sure that Nectar stays at the front of people's minds in order to get the message out," he added.
The initiative marks the latest attempt by LMUK to breathe life into the scheme.
Last summer, it ran its biggest-ever prize giveaway and consumer promotion, The Great Nectar Giveaway, which offered unique prizes to highlight the role Nectar's brand partners play.
This was supported by a multimillion-pound ad campaign, which was devised by WCRS.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
