Dave

Five years after launch Nectar was beginning to loose its relevance and value as a driver of loyalty for its partners. It had 17 million customers, but less than half were active.

The executive team chose Dave to refresh their proposition and brand.

We combined qualitative research with a role playing workshops to draw out the huge tacit knowledge inside the organisation while also taking the team outside their everyday experience guiding them toward innovative solutions.

This provided the platform to create a motivating brand story and a refreshed customers proposition. Key operational staff in Nectar were fully engaged and offering innovations within each of the areas to support the delivery of the new brand throughout every part of the business.

The big change in Nectar thinking was to move from accumulating points to delivering ‘Treats to the Nation’. Our research showed that by changing the basic assumptions of that relationship from ‘an exchange for points’ to ‘a treat’, we could deliver greater satisfaction for customers. 

Marketing Director, John Sheekey says, "This wasn't an easy brief, Nectar is a complex business. Dave helped to clarify our thinking, to innovate and get us to a sustainable and deliverable answer in a tight time frame."

Like this?  You might also like: Ski Republic, Game, Levis