'Nectar Business Silver Service' by The Crocodile for Nectar Business

Owned by Groupe Aeroplan, a Canadian publically listed company, Nectar Business was launched in 2005 as the first large-scale UK business-to-business loyalty programme. It allows small and medium-sized businesses to collect Nectar points on their business expenditures through a range of participating brands (sponsors).

Integrated agency The Crocodile has worked with Nectar Business for four years, helping the programme to use creative and effective marketing solutions to meet its business objectives.

Strategy: broader business challenges
Nectar Business allows collectors to collect Nectar points on their business expenditure with a range of great sponsor brands. Points can amass quickly but business oweners' priorities mean they often have limited time to discover what their Nectar points can be spent on. Despite many collectors building up high points balances, not all of them take the opportunity to spend these points.

Nectar Business tracks general customer satisfaction throughout the year, but in this case undertook specific research to identify why these high-value collectors were not spending their points. The customer research highlighted that a key barrier to spending points in that small business owners are often 'time-poor' and therefore don't have the opportunity to search and select rewards to redeem.