Nectar goes into public sector with recycling rewards

Nectar: loyalty scheme moves into public sector partnerships
Nectar: loyalty scheme moves into public sector partnerships

Birmingham City Council is to reward residents for recycling or visiting their local leisure centre with Nectar points.

Nectar and the council claim the six-month trial scheme, which is funded by the West Midlands Improvement Efficiency Initiative, is the first of its kind.

The pilot will target 5,000 homes in the Bourneville and Erdington wards of the city and will be rolled out to 400,000 homes across Birmingham if successful.

Residents will earn 25 Nectar points each time they visit the leisure centre or use the recycling collection service with bar-coded stickers for council recycling crews to scan.

Nectar will not share any data with Birmingham City Council and Nectar partners will not be able to tell if residents have used the scheme, according to a spokesman.

Jan Pieter Lips, managing director of Nectar, said: "This is an innovative way for local authorities to reward residents for behaviour that benefits their community."

Nectar's founding partner Sainsbury's already offers customers Nectar points for reusing bags.


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