GETTING TO KNOW YOUR CUSTOMERS
MELISSA DESMOND, Group Partnership Director at Nectar, explained the benefits of loyalty schemes to the Railway Study Association
Our role at Nectar is to help brands better understand their customers and to reward their customers for their loyalty. The loyalty card is just one tool to help our partners understand not just who their customers are, but also why they use a particular brand or service.
It is the data and insights yielded by the scheme that has persuaded groups such as Virgin and FirstGroup to offer Nectar points on ticket purchases. Incorporating the swipe of a Nectar card in a transaction can allow for insights to be gleaned from a purchase, which would otherwise have been anonymous.