Homebase corporate news 2009
Homebase launches Nectar scheme
19 May 2009
Homebase will become the first DIY retailer to join Nectar, the UK's leading coalition loyalty programme, when the scheme launches across more than 300 Homebase stores on 18 May. Marking the start of the programme, Homebase customers will be able to earn double points on all in-store and online purchases from Friday 22 to Sunday 31 May, an offer which coincides with 10% days on 22 and 23 May.
The move to Nectar is a key part of Homebase's strategy of continually strengthening its customer proposition in the current trading environment, and in particular driving a stronger value proposition to consumers. The deal will also have an important role to play in the multi-channel development of Homebase with Nectar users able to collect at homebase.co.uk.
Nectar replaces Homebase's existing Spend & Save scheme following in-depth consumer research that showed Nectar points were more attractive to customers as they are more flexible and can be earned and redeemed at a much wider range of outlets. Spend & Save users will be given details of how to join Nectar if not already a member.
The move to Nectar will have significant marketing support through direct mail, email campaigns, in-store, and digital activity as well as a series of promotional programmes. The first example of this is aimed at driving adoption of the scheme with a ‘Nectar Millionaire' competition exclusive to Spend & Save customers, where one customer will win a million Nectar points and 20 others will win prizes of 50,000 points. Entry is via nectar.com/million.
Paul Loft, Homebase's Managing Director said, "We are delighted that Homebase has become the first DIY retailer to join Nectar. This is really exciting news for Homebase and for our customers. Nectar is the biggest loyalty programme in the UK and we believe that it has enormous potential for us to provide better service and value to drive even more loyalty to the Homebase brand".
Ajay Kavan, Homebase's Marketing & Strategy Director, added: "We've done extensive research with all our customer segments and our customers have told us that they value Nectar points even more than Spend & Save rewards. The deal also gives Homebase unique opportunities within the DIY market including a significant direct marketing capability with access to 50% of UK households and an on-going source of detailed and actionable customer insight".
Jan-Pieter Lips, Managing Director of Nectar said: "We are thrilled that Homebase will be joining the Nectar programme as our exclusive partner in DIY retailing. We regularly speak with our collectors and DIY is the most requested sector to add to Nectar. The arrival of Homebase adds an important dimension to the Nectar programme making it even more relevant to our millions of Nectar collectors".
Homebase Customers will earn 2 Nectar points for every pound spent, up to a maximum of 1,000 points per transaction. Points can be redeemed at Homebase or any of the other Nectar redemption partners including Argos, and Vue Cinemas. At Homebase, Nectar collectors will be able to redeem with a minimum of 2,000 Nectar points which is equivalent to £10 off their purchases
Any customers wishing to become a member of Nectar can simply pick up a registration pack in store or visit nectar.com to register online.
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