Sainsbury's has launched a significant expansion of its Nectar loyalty programme, integrating it with the popular food delivery platform Deliveroo. This move allows the scheme's 24 million members to collect points on their grocery orders for the first time, marking a strategic partnership between two major consumer brands.
How the Nectar and Deliveroo Integration Works
Customers across the United Kingdom can now link their existing Nectar and Deliveroo accounts. When placing an order from a participating Sainsbury's store via the Deliveroo app, shoppers will see an option at checkout to input their registered Nectar card number.
The earning rate is set at one Nectar point for every £1 spent on eligible Sainsbury's products purchased through the delivery service. These points can subsequently be redeemed across a wide network, including on groceries at Sainsbury's, flights with British Airways, fuel at Esso, and various rewards from other partner brands.
A "Massive Win" for Strategic Shoppers
Deliveroo has hailed the integration as a major benefit for its user base. Suzy McClintock, Vice President of New Verticals at Deliveroo, stated: "We are delighted to be welcoming Nectar, one of the UK’s most valued and far-reaching loyalty schemes, to Deliveroo. This integration is a massive win for our customers, who can now earn points on their Sainsbury’s grocery orders, further establishing Deliveroo as the go-to destination for on-demand convenience and loyalty."
The collaboration builds on an existing relationship; Sainsbury’s first partnered with Deliveroo in 2021, starting with just under 300 stores. In less than five years, this footprint has quadrupled to over 1,000 sites, demonstrating the rapid growth of quick-commerce grocery delivery.
Loyalty Schemes Dominate Festive Spending Strategies
This expansion arrives as consumers become increasingly tactical with their spending, particularly during the expensive Christmas period. Researchers at VoucherCodes forecast that Brits will spend a total of £8.36 billion on food and drink over the six-week festive season.
Their analysis suggests that while overall spending isn't falling, shoppers are becoming more savvy. "From using discount codes and loyalty schemes, to shopping around for the best prices, Brits are taking advantage of every and any cost saving tool they can get their hands on," the researchers noted.
Significantly, loyalty schemes have emerged as the most popular cost-saving method for Christmas shopping this year, with almost a third of consumers (31.4%) using programmes like Nectar and the Tesco Clubcard. The new Deliveroo integration positions Sainsbury's to capture more of this strategic spending, directly competing with rivals such as Tesco Clubcard, Morrisons More, and M&S Sparks.
