The company behind the Nectar loyalty programme has apologised to customers after the “exceptional” response to a promotion meant it was unable to supply all the promised rewards.
Loyalty Management Group UK was caught out by an unexpected demand for a free “pamper treat” instead of an “adventure” experience in a giveaway for its most active members.
The offer, which was put together by promotions company TLC Marketing, was sent out with a new replacement Nectar card to millions of customers as part of the relaunch of the Nectar brand last autumn.
Some people were unable to claim their first choice of a pamper treat, such as an Indian head massage, and were offered an alternative experience instead.
“The response from Nectar cardholders to the free treat offer has been exceptional, with a huge number of collectors claiming their free treat,” spokeswoman for Nectar said. “As a result some collectors have not received their chosen treat.
“All collectors that have applied have received a free treat but, due to exceptional demand for certain categories of treats, some collectors have not received their first choices. For this, we are sorry.”
The Nectar spokeswoman said that the offer was “replenished” every week with new incentives. “Nectar spent considerable time planning and preparing for a campaign of such magnitude and has taken various measures to ensure that all Nectar collectors can claim a free treat,” she said.
“We have worked closely with the treats provider, TLC Marketing, to ensure that our collectors have a positive treat experience.”
The promotion, which did not require Nectar cardholders to use their card or make purchases, was devised as a reward. “Our overriding aim was to delight our collectors,” said its spokeswoman.
Since last autumn, Nectar has introduced eight “Star Treats” each month, with offerings such as 50 per off a pair of hair straighteners, free popcorn at the cinema and a third off selected books. Others included 50 per cent off a Zen and Spa Smart Box experience, provided by The Full Experience Company, and “adventure” incentives such as 25 per cent off mountain bikes and 50 per cent off Nikon digital cameras.