The Isle of Wight is being used as a testing ground for a new Sainsbury’s loyalty Nectar points scheme.

Sainsbury’s has said the new scheme is redefining loyalty by allowing the company to recognise a customer’s relationship across the Sainsbury’s Group.

The Isle of Wight trial will run indefinitely and Sainsbury’s will be using insights from the trial to shape the future of the Nectar scheme.

Customers will now be rewarded based not just on how much they spend, but also on how frequently they shop and how long they’ve been shopping with the retailer. The more loyal a customer is to the Group, the more value they’ll get from the scheme.

An estimated 19 million people are signed up to Nectar, which first started in 2002.

New Nectar is digitally-led and allows customers to choose their own offers online or via the Nectar app, from a curated list based on the products they buy most often. They’ll earn points on these offers rather than on their total spend and the amount of points they are rewarded depends on the customer’s loyalty to Sainsbury’s.

Helen Hunter, Director of Innovation at Sainsbury’s, said:

“We are excited to be trialling this new Nectar scheme which gives more rewards to our loyal customers. By giving them the option to choose the products on which they earn Nectar and awarding points based on loyalty, we’ll be able to show our most valuable customers how important they are to us. We’ll be actively listening to customers during the trial so that we can shape new Nectar as we learn.”

A spokesperson for Sainsbury’s added:

“Sainsbury’s Bank will continue to offer double Nectar points with selected insurance products. But instead of doubling the Sainsbury’s 1pt per £1 spent in store and 1pt per 1L of fuel offer, they will double the number of points each customer earns per transaction.

“The new Nectar scheme will offer points of equal value to the existing scheme: 500 points will still be worth £2.50. Customers’ existing points will be safe and also worth the same. There are no changes to the Nectar scheme at other Nectar partners.”