MELISSA DESMOND, Group Partnership Director at Nectar, explained the benefits of loyalty schemes to the Railway Study Association

Getting to know about your customers: passengers surround a Virgin Super Voyager operating as the 12.35 Chester to Euston service in platform 6 at Crewe on 12 November 2016. M. John Stretton

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.

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