Sainsbury’s has partnered with technology company Eagle Eye for its trial of a more personalised Nectar scheme.
Eagle Eye has signed a contract with Sainsbury’s to enable personalised rewards for Nectar members taking part in the trial through its digital wallet functionality until August 2021.
The technology, Eagle Eye AIR, allows users to redeem digital offers and rewards at scale and across multiple channels.
The Nectar trial taking place on the Isle of Wight will examine whether an app-based, digitally led system, will be Sainsbury’s’ best bet for maintaining customer loyalty. Customers will no longer be able to earn points on each pound they spend, with points only being earned on specific items they select for themselves.
Nectar members participating in the trial, which is set to run indefinitely, will be able to select their own offers from a list based on the products they buy most often online or via the Nectar app. Points will be earned on these offers and their loyalty to Sainsbury’s as opposed to total spend.
The results of the trial, which began on 12 April, could push a major revamp of the Nectar loyalty scheme.
This partnership comes alongside the five-year contract signed in June 2015 for Eagle Eye to provide omni-channel coupons for Sainsbury’s customers.