Former Asda and Boots executive Richard Baker has been appointed chairman of the European advisory board that oversees the Nectar reward scheme. The advisory board will advise Groupe Aeroplan on how it can grow its loyalty programmes, such as Nectar, which is used by Sainsbury's, as well as grow LMG Insight & Communication, which gathers customer data through Nectar and provides reports on spending habits to retailers.

The advisory board will consist of Baker; Tony Buffin, Groupe Aeroplan MD; and Rupert Duchesne, CEO of the company. Baker saw Asda through its sale to Wal-Mart in 1999 after which he held the posts of chief executive of Alliance Boots and chairman of Virgin Active.

“I am looking forward to assisting this talented team grow its business and build on its market-leading position,” said Baker.