Nectar Business: Affinity
Brand, Social, Strategy, Campaigns
The Nectar Business Affinity direct marketing campaign requires strong emphasis on data and ROI. The Crocodile has used highly segmented data to focus marketing efforts and encourage collectors to spend with a wider range of partner brands, delivering ROI whilst building brand affinity.
The campaign brings together sales and marketing in a way that engages collectors through personalised, relevant communications, providing Nectar Business partners with an additional platform for them to reach valuable customers. As supporting media, personalised web pages enable collectors to view their offers online, while a chaser email provides a reminder of the Affinity pack, reinforcing the message to use the bonus point offers.
The Affinity campaign is proving to be very successful, delivering significant ROI for Nectar Business, as well as major incremental sales for participating partner brands.