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Sainsbury’s uses Nectar app to reward healthy purchases

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Sainsbury’s is gamifying fruit and veg consumption using its Nectar app to help consumers track their healthy food consumption and earn points.

‘The Great Big Fruit and Veg Challenge’ runs from Monday 7 September to Sunday 4 October and invites shoppers to play along when they buy more fruit and vegetables by rewarding them with bonus Nectar points, which can be spent at partners including Sainsburys, Argos, eBay and ASOS amongst others. 

The tracker sets personalised targets based on users’ typical shopping habits, rewarding customers who increase their intake of fruit and vegetables in store and online, with three levels to complete. 

Each customer will be given a personalised target, based on how many portions of fruit and veg they usually buy. Once the target is hit, they will earn points and move up to the next level, with hundreds of points up for grabs. Examples include earning 100 points when they buy 50 portions, 200 when they buy 75 portions and 300 points when they buy 100 portions.

There will also be six product badges, where customers can track the number of portions they buy of a certain product to earn a personalised points reward. 

Jack Wallace, Head of Marketing at Sainsbury’s, says: “At Sainsbury’s, we’re all about helping make life a little easier and that includes helping our customers get more from their day-to-day purchases. ‘The Great Big Fruit and Veg Challenge’ is personalised to each Nectar customer and rewards them for increasing the portions of fruit and veg they buy. We hope our customers enjoy taking part, while getting more out of their points balance.”

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