Homebase to dump Nectar loyalty scheme

Homebase has confirmed to both store staff and consumers that they intend to ditch the Nectar customer loyalty scheme by the end of the year and concentrate on every day low prices.

This decision is a blow to Britain's biggest loyalty card and their 19 million card holders, as Homebase is currently one of the schemes major retail partners in addition to BP and Sainsbury's.

Apparently, Homebase store staff were informed about the decision to terminate the seven-year partnership at the end of May and notices are now starting to appear in stores informing consumers of the planned change. The notices, displayed at tills in all Homebase stores, state ‘After a careful review Homebase will leave the Nectar programme at the end of the year. This means customers will no longer be able to collect or spend points in store after December 31 2016. Our priority now is offering customers everyday low prices across a wider range of home and garden improvement products.’

To support their new 'Every Day Low Price' position, Bunnings the new owner of Homebase tried to register the advertising strap-lines 'Lowest Prices Are Just The Beginning' and 'Lowest Prices Everyday'.

These were both rejected as trademarks because the wording was deemed too common.

Source: Insight DIY Team

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