Sainsbury’s is overhauling its Nectar card, rewarding not just money spent, but other facets of loyalty. In an era where customer data and customer loyalty are intertwined, and where retailers increasingly seek to differentiate themselves in new ways, Sainsbury’s has decided to reward its customers based on how often they shop and how long they’ve been shopping. For Sainsbury’s retention is more vital than spend. The rejig is Sainsbury’s first big loyalty shake-up since buying the Nectar scheme and reflects the ‘membership economy’, where customers want tailored rewards that reflect their buying patterns.

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