UK’s largest coalition loyalty programme benefits from SAS analytics for improved targeting and marketing return

UK’s largest coalition loyalty programme benefits from SAS analytics for improved targeting and marketing return

Nectar, the UK’s biggest loyalty programme, is using SAS analytics software and services to gain an even deeper level of customer insight from its 17 million-plus collectors.

The SAS analytics platform has helped improve campaign targeting and marketing effectiveness for Nectar’s partners, leading to significant returns on investment. Nectar partners include Sainsbury’s, BP, Homebase, American Express, Vision Express and, most recently, British Gas.

The SAS platform processes vast amounts of data from millions of Nectar collectors, and then models and segments the information according to trends and behaviours. The solution produces scoring reports to give Nectar deeper insight into its customers.

Delivering more personalised campaigns

With this knowledge, Nectar is able to provide more personalised marketing campaigns and offers and assist partners in effective campaign execution. SAS said its solutions are automated throughout this process to ensure efficient delivery and SAS plays a key role in evaluation of all targeted campaigns. The Nectar Insight team also benefits from SAS Premium Support.

Jackie Clayton, head of insight for Nectar, explained: ‘Our primary function is to identify opportunities for Nectar partners, whether it’s acquiring new customers or shaping customer behaviours, and SAS supports us in that goal. Our business is data intensive and SAS looks beyond the norm to find remarkable trends and behaviours that we didn’t know existed, which means we are better able to support our partners.

“Through our work with SAS, Nectar is delivering significant return on investment for our partners. SAS spans and meets all of our needs, while delivering high performance and flexibility. Moreover, SAS Premium Support really adds value to the work we do with SAS and played a large part in our decision to work with the company. Their expertise and experience shone through as did SAS’ cultural fit to our organisation.”