The deal will help participating Thomson advertisers in two ways. Their ads will carry the Nectar logo so that anyone calling in response to those ads will receive 50 points for making a call via an automated call number, where they will give their Nectar account number before being connected.
The advertiser will also be given two Nectar for Business points for every pound they spend on buying a Nectar-affiliated advertisement, up to a maximum of 5,000 points a year.
All points will be allocated by Thomson and a 'fair use' policy has been developed to prevent abuse of the system.
Max Alexander, CEO of Thomson Directories, said: "Being the number two 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."
Nectar is the UK's largest loyalty scheme with over half of all households having a Nectar card. This is the first time that SMEs have been able to use the scheme as an incentive for Nectar customers, although there is a Nectar for Business credit card released in conjunction with American Express.
Jan-Pieter Lips, business development director for Nectar for Business, said: "Nectar for Business is dedicated to small businesses so this deal is a great strategic fit for both businesses."
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.
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