UK-based Loyalty Management Group (LMG), which operates the Nectar customer loyalty scheme, has chosen marketing software from Unica to add sophistication to its email and direct mail marketing campaigns.
The Unica software will be used for the Nectar Loyalty Scheme and for the company’s new Insight and Communications business. As well as bumping up the number and type of personalized marketing campaigns it can kick off over email and direct mail channels, the software will enable LMG to increase the level of their complexity.
LMG will still target customers individually with personalised vouchers based on how they use their Nectar cards but said Unica’s software will enhance the efficiency and effectiveness of its communications.
Unica will allow us to simplify many of our existing processes and to manage our campaign creation and execution more effectively, said Simon Hawkes, COO at LMG. With an ever-growing customer base, Unica will help us to respond to demand more quickly and enable us to develop more targeted marketing campaigns and offers. It will also help to free up our Campaign team to focus on ensuring the campaigns deliver what our customers want.
Unica will be used to back a volume business. According to the company, 50% of UK households collect Nectar points, which can be redeemed at approximately 6,000 UK retail outlets where 19 Nectar cards are swiped every second of the day.
The plan is to ramp up usage of the Unica software and deploy it over additional channels.
In the future, our aim is to use Unica to deliver to both Nectar sponsors and collectors an unprecedented level of campaign sophistication and relevance across the web, email, and direct mail channels, said Hawkes.