February 27, 2010 by Matt Thomas
After you have purchased your shopping at Sainsbury’s and the cashier habitually asks you “do you have a Nectar card”?. Have you ever found yourself wondering what the actual point of them is? Or whether or not the so called ‘benefits’ are worth the hassle of filling out a form or shuffling around your bag/wallet looking for the card?
Well Yahoo and Nectar (Sainsbury’s loyalty card) have agreed on a deal that may well answer the question as to whether or not the Nectar card is a worthwhile investment.
It is primarily an advertising deal that will allow online advertisers to target high-street shoppers based on their purchases. Under the opt-in scheme, Yahoo would be provided with detailed historical data on the purchases made by shoppers. Once this information has been provided by Nectar it can be linked to their Yahoo login details in order to tailor specific advertisements to for each unique user on any of Yahoo’s sites.
These results could then be monitored by Nectar and enable them to show “return on investment data. Amazingly there are 16.8million Nectar card holders and 2000 of these have already decided to opt into the scheme.
This venture could be seen by many as a bit of an invasion of privacy, details of every item that you have purchased on your shopping trip being passed around may not be that appealing. Although if I am going to be forced to have online adverts pop up during my internet surfing time I would rather they be specifically tailored to my every desire.
The campaign known as ‘Consumer Connect’ is going to be used by Yahoo in the hope that it will attract household brands that may have in the past been reluctant to partake in online advertisement.
Cadbury, recently taken over by US cheese company Kraft, have been using a similar service for the last seven years, and have agreed to be part of the scheme.
“The service is a silver bullet to improve brand building,” said Mark Rabe, Yahoo’s UK managing director. “For the first time, UK advertisers will have a simple way to track offline sales from online advertising campaigns, driving accountability all the way through to return on investment.”
David Buckingham, commercial director at Nectar’s insight and communication division, said: “It allows FMCG [fast-moving consumer goods] brands to serve up highly targeted adverts online to an extremely relevant audience.
“We can prove to them what the effect of the advertising was.”
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This is real good!
Comment by Seo Pakistan — March 2, 2010 @ 5:41 pm