Take-up of the new combined loyalty card Nectar has exceeded expectations, with the result that advertising is going to be cut back. Shoppers can use the Nectar card to gain points at Sainsbury's supermarkets, Debenhams department stores or BP, as well as by using their Barclaycard. Loyalty Management UK, which runs the scheme, said that the initial marketing campaign has been scaled down after take-up was greater than forecast.