Sainsbury’s gets personal with launch of tailored My Nectar Prices

  • My Nectar Prices uses data to give customers lower prices on products personalised to them
  • Digital-led offer comes as Nectar app hits 8m users and more customers choose SmartShop
  • Using Nectar to know & serve customers is Sainsbury’s ‘brands that deliver’ priority in action

Sainsbury’s is launching a new way for customers to save money on their grocery shopping. From Wednesday 22nd September, for the first time Nectar app customers shopping in-store using SmartShop will be able to access lower prices on the products they love using brand new My Nectar Prices. The launch is the latest step in Sainsbury’s strategy to digitise how customers shop, combining the best of online and in-person shopping to engage and reward customers.

By using the app, customers can get lower prices on a selection of around 10 key products picked just for them. Sainsbury’s uses data to decide which products to put in each customer’s My Nectar Prices. Both branded and Sainsbury’s own-brand products will be included and the list will be updated regularly to make sure it’s tailored to the tastes of the individual customer, bringing them great value across a range of grocery categories and everyday food. Customers will find My Nectar Prices in addition to all the other Nectar points offers already available in the app.

The launch comes in response to more customers choosing digital ways to shop in-store. Sainsbury’s recently reached a milestone with eight million customers now registered with Nectar’s digital app. The pandemic has also seen more customers turning to SmartShop to reduce contact while shopping in-store. SmartShop sales were up 173% in the last financial year and in supermarkets with handsets, 30% of all sales were through SmartShop, more than double the level last year at 14%.

The launch demonstrates Sainsbury’s strategy to focus more on bringing customers consistently good value all year-round, rather than only running temporary Nectar promotions that typically benefit a small number of shoppers. By making the Nectar programme digital, Sainsbury’s will make things simpler and more rewarding for customers. Offers will all be in one place and can be quickly and easily updated to make sure they are relevant to each customer and delivering great value.

Nectar is a key component of Sainsbury’s ‘brands that deliver’ strategic priority. Alongside Argos, Habitat, Tu and Sainsbury’s Bank, the brand must contribute positively to the business in its own right and support Sainsbury’s focus on putting food first.

Mark Given, Sainsbury’s Chief Marketing Officer, said: “Our customers are at the heart of every decision we make. With more and more of them choosing to shop digitally, My Nectar Prices is designed to bring them the best prices on their favourite products. This is a really exciting step on in our plans to personalise loyalty and really reward customers with consistently great value. We will be listening closely to their feedback before bringing My Nectar Prices to other channels and launching more exciting and engaging ways to shop in our stores.”

Nectar is the UK’s most recognised loyalty scheme. Since acquiring Nectar at the beginning of 2018, Sainsbury’s has strengthened the offer with new partners – which now include British Airways, ebay, American Express, Sky Store and Esso among others – and new digital advertising services. The insights it delivers enables Sainsbury’s to personalise rewards and offers across its business and brands.


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