In an exclusive deal, Thomson Directories has become a Nectar for Business sponsor, a unique move that will see its advertisers in the window industry reaping the benefits previously only enjoyed by major UK retail brands.
Nectar is the UK’s largest loyalty scheme with over half of all households having a Nectar card. New sponsors are recruited on a retail category exclusive basis and to date this has been restricted to major multiple operations only.
The Thomson agreement gives even the smallest business the chance for its customers to earn Nectar points and benefit from the cachet of offering a nationally recognised loyalty reward scheme that is used for a wide range of consumer purchases.
The scheme is designed so that participating advertisers will gain in two ways. When companies buy a Nectar affiliate advertisement they will receive two points per pound spent, up to a maximum value of 5,000 points per year. Their advertisements will carry the Nectar logo and anyone calling in response to those advertisements will receive 50 points simply for making the call.
To put this into perspective, consumers would have to spend £25 at Sainsbury’s to earn 50 Nectar points. 9,000 points could be used to buy a DVD player, for example.
Announcing the move, Thomson Directories’ CEO Max Alexander said: ‘Being the number two in our market means that we have to try harder. Awarding Nectar points gives our users and advertisers that bit more than the other guys can offer. We’ll bring the power of big-budget branding to the SME and become the Nectar collector’s directory of choice.’
Automatic system
In setting up the programme, Thomson and Nectar for Business have focused on simplifying the process for directory users. Each Nectar advertisement with feature the Nectar logo and will carry an automated call number. Collectors that call this number will be prompted for their Nectar account number before being connected to the advertiser. All points will be allocated by Thomson: for the advertiser, calls can be handled in the normal way with no additional administration involved. The two partners have developed a ‘fair use’ policy which will prevent abuse of the system.
Anyone calling in response to advertisements will receive 50 Nectar points simply for making the call
January roll out
Nectar affiliate advertisements will appear in every directory by December 2007 and an extensive promotional programme is planned to support the rolling launch. The first area to roll out will be North Devon in January, the last being Central London in December 2007.
‘It's a live offer – our salespeople are selling it already’, Jackie Hewitt, Thomson’s Marketing & Communications Manager, told Glass Age. Ms Hewitt could not confirm whether any glazing businesses had been signed up, but she is convinced of the benefits to participants: ‘Our research indicates that seven out of 10 Nectar owners would be more likely to ring a Nectar affiliated advertiser.’
Each week Thomson Local directories are used by six million people and generate five million business referrals.
Further info: www.thomsondirectories.com
Source
Glass Age
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