Sainsbury’s is extending its Nectar proposition into leisure and entertainment through a new partnership with Merlin Entertainments, allowing customers to redeem loyalty points for entry to more than 20 UK attractions.
Nectar members can spend points on tickets to destinations including Alton Towers Resort, Thorpe Park, LEGOLAND® Windsor Resort, Chessington World of Adventures Resort, the London Eye and SEA LIFE aquariums. The offer also allows customers to double the value of their points, for example swapping £5 worth of Nectar points for £10 off tickets, with bookings made via the Nectar app.
Making every point count
Mark Given, Sainsbury’s chief technology, marketing and data officer, said: “We know our Nectar members want great value and real rewards. That’s why our partnership with Merlin matters. It’s all about giving families fun days out for less and making every point count towards something special.”
Amir Rasekh, Nectar360’s managing director, added: “Making it easy for customers to spend their points is really important. By stripping out unnecessary steps, we’ve created a faster, more intuitive redemption experience in partnership with Merlin – one that’s much better for our Nectar members.”
Moving beyond discounts
The move underlines a broader shift in supermarket loyalty schemes, as retailers look beyond discounts on groceries to build deeper, more rounded customer engagement. Increasingly, loyalty is being positioned as a gateway to experiences, rewards and services that extend into customers’ everyday lives.
This trend is visible across the sector. Alongside partnerships in travel, dining and entertainment, supermarkets are experimenting with mechanics that resemble financial rewards programmes, encouraging repeat spend and longer-term engagement. Lidl’s recently launched Lidl Plus Points scheme is one example, rewarding customers based on cumulative spend rather than solely offering instant discounts.
Together, these developments point to a changing role for loyalty in grocery, with supermarkets leaning into entertainment and more sophisticated reward structures to keep customers engaged in a competitive market.
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