The mailing follows the launch of the supermarket chain's new customer loyalty magazine 'Sainsbury's Fresh Ideas' in October 2005. The direct mail campaign will be sent to customers in the first quarter of this year.
The mailing campaign, called Connections, is designed to target Sainsbury's customers with relevant promotions on the products they buy in the same way that Tesco uses data from its Clubcard to create shopper offers.
There will be no additional points on offer to shoppers and the supermarket has strongly denied the new scheme will mean the end of its partnership with Nectar. Nectar has been in the spotlight in recent months as a number of its partners including Vodafone and Barclaycard have left the scheme.
Sainsbury's Fresh Ideas magazine, published by Seven Publishing, is sent out to 1.5m Nectar card customers who regularly use their cards in store. The second issue will hit doormats in February.
A Sainsbury's spokeswoman said: "This is aimed at using the information we get through Nectar more efficiently for our customers - it is reliant on Nectar data."
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