AIR MILES International launches biggest loyalty card scheme

The four companies will transfer their in-company loyalty schemes to the new joint programme this autumn, where AIR MILES International is expected to spend £50 million for the launch.

"After serious research, we realised there were too many loyalty programmes in the market and customers wanted to get bigger rewards faster. With 'Nectar', customers will accumulate points on one card and will get substantially more points with broader rewards than any other single programme," said Keith Mills, founder of AIR MILES International.

Dave Battiston, General Manager of AIR MILES UAE commented: "This will be the UK's largest ever loyalty card programme, and is expected to sign up half of UK households. 'Nectar' will be managed by AIR MILES International and will be overseen by Steve Lobb, previously our General Manager in the UAE.

"AIR MILES UAE follows our international set-up by offering all our participants world-wide best practices in terms of incremental gains from knowing their customers and having access to the Middle East's largest and most updated retail database. Additionally, new participants joining our programme instantly acquire new customers through a coalition effect of all the participants," added Battiston.

The card will be usable at 1,800 stores run by the four firms, with further retailers expected to join the programme in the future. Points will be exchangeable for rewards such as consumer goods, flights, holidays, restaurant meals and cinema tickets.

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