In a statement today, Nectar said its scheme has signed up more people than either of its two main rivals, Tesco Clubcard and Boots Advantage card. It now has 16.8 million people using the scheme.
Since launching in 2002, Nectar has 14 partners including more than 400 online retailers.
Consumers can collect points through a variety of categories, including booking a holiday, paying household bills, buying petrol and eating out.
Sainsbury's, a partner of Nectar, enhanced its loyalty offer with the introduction last September of its "coupon at till" initiative, the grocer's biggest investment in loyalty since it launched Nectar in stores.
The Nectar card database is used as part of the scheme to ensure that coupons are specifically targeted at what Nectar card holders actually buy.
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Prior to this in June, Nectar rolled out a brand-led campaign that marked the loyalty card scheme's first appearance on TV screen for five years.
The campaign ran across TV, print and online and aims to remind consumers to pick up Nectar points, using the strap line "Collect what's yours". Created by Joshua G2, it introduced a new animated Nectar Purse character who is dedicated to collecting points.
In March last year , which replaced the retailers Spend & Save scheme.
after posting a 6.2% rise in total sales for the 13 weeks to 2 January 2010.
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