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post 46 on Friday 21st September 2007 at 21:24

Nectar: Trick Or Treat?

Nectar, they play treek!Be wary, sweet loyalty card investors, of Nectar’s recent ploy to coalesce with consumers through its recent misleading, but wonderfully inventive, promise of a free gift.

Tonight, I came home weary from work, thumped down into the seat at my desk, and saw there a bright shiny package from Nectar. Kicking off my shoes, and thinking the evening was about to get perhaps a single percentile more interesting, I hurriedly tore open the letter to be presented with not only a new card, but the promise of a free gift – just for being me!

Leafing through the glossy treat brochure they’d helpfully enclosed served to heighten my sense of urgency for the kind of gratification only the words "free" and "gift" can satisfy. So my fingers eagerly scurried the required five centimetres from the shredded envelope to the keyboard, where I typed in www.nectar.com/treatme.

The brightly coloured site presented me with a range of "adventure" activities and "treat" activities, and I plumped for the latter (yes - I'd like a treat), clicking on the cucumber-eyed woman, who lead me to the free facial page: "fill in the claim form" the site persuaded – "we'll do our best to send you the treat you ask for, but if it's unavailable we'll send you an alternative that we're sure you'll enjoy!"

Alarm bells are already ringing. But I leave the form in the safe storage of the web site, thinking that perhaps it will be tomorrow now before a representative will spend some time hunting down a nice spa or beauty parlour just for me.

Suspiciously soon, I receive an email. Surely Nectar’s representatives didn’t find me a salon this quickly?

"We're very sorry but we've been unable to offer you your chosen treat. Don't worry, we thought you might like this one instead!"

Let me clarify. I asked for a free facial or, as a second choice, a free Reiki session: and I actually ended up with "Killhope Lead Mining Museum" in County Durham. The name says it all. I think this is perhaps the most devious marketing scheme I’ve ever come across.

Credit though to Loyalty Management UK Limited, the promoters of this scheme - as I bet this really works for Nectar in getting rid of all of those free venue tickets for places nobody cares to visit, whilst simultaneously increasing their exposure and their "oh that’s nice of them" factor.

As someone who takes perhaps an unhealthy over-interest in advertising and marketing practices, I am probably overly suspicious. But with no contact link anywhere to be found on the entire site, what’s a girl to think?

Call me bitter, but I’m thinking Nectar doesn’t taste as sweet after all.

PS: If I do take them up on the free trip offer, I can't wait to see what the "Jigger House" is all about.

tags: [ advertising ] [ domestics ] [ nectar ] [ online ] [ rants ]