UK multiple retailer Sainsbury’s announced plans earlier this week to launch a new loyalty card in partnership with the Debenhams department store chain, the BP petrol station network and Barclaycard.
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The new card can be used by customers to earn points on any purchase made at one of their shops or by using their Barclaycard. Called Nectar, the card will be launched in the autumn.
The parties involved are hoping that up to 50% of UK households will use the card to earn points which can subsequently be spent on anything from cinema tickets to groceries.
But Professor Hugh Phillips, a retail research specialist at Bournemouth University, is quoted in the Daily Telegraph as saying: “Loyalty cards were completely over-hyped. What people didn’t understand was that shop loyalty is about how you run your shops, not really collecting points on a loyalty card.”
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