DDC sees significant ROI after investment in Nectar Business loyalty scheme

Dulux Decorator Centres (DDC) has 192 stores across the UK, offering a comprehensive range of decorating products, services and advice.

What was the problem?
DDC’s existing loyalty scheme and CRM solution was not clearly differentiating the business in the market and needed to deliver growth within its key customer strategies of:

• Acquiring customers through direct channels
• Increasing transaction frequency and value 
• Retaining customers

What was the solution?
In 2005 DDC joined Nectar Business as a launch Partner. Nectar Business is a B2B loyalty programme structured in exactly the same way as Nectar’s consumer loyalty programme. However, it is designed specifically for SMEs. B2B brands such as DDC can reward their customers with a currency with which they are familiar – Nectar points. Customers can collect and spend points with a number of B2B partners like DDC and Viking as well as B2C partners like Sainsbury’s and BP.

DDC was seeking a more effective and cost-efficient loyalty programme than its existing proprietary scheme, and was attracted to Nectar’s ability to provide advanced data analytics, including a database with information on over 1 million SMEs. This database provides information such as size of business and industry type alongside purchasing information from SMEs spending across all of the Nectar points issuing partners.