Retail and wholesale group Musgrave is looking to create Ireland's most extensive loyalty and rewards programme via a new partnership with Nectar parent company, Aimia.
The group, which owns Ireland's largest grocer SuperValu, is looking to revamp the supermarket chain's Real Rewards Program by adding multiple new organisations to the partner network.
Working alongside Aimia, SuperValu launched its rewards initiative with partners such as Bank of Ireland, energy provider Electric Ireland and travel company Getaway Breaks. Member consumers can take advantage of the scheme's eShops proposition, which currently allows them to earn points when they shop at more than 100 online retailers including, eBay, Expedia, Debenhams and Eason through the supervalu.ie website.
Following today's announcement of a multi-year contract, the rewards programme will be underpinned by Aimia's loyalty and mobile platforms. The data-driven tech company says its systems will allow SuperValu to personalise offers to shoppers who can manage their accounts in real time and redeem offers online and in stores.
Ray Kelly, marketing director at SuperValu, said: "Our customers have been asking for more ways to earn points and these new partnerships are a fantastic way to achieve this.
"They can earn when they shop online and every time they use their Bank of Ireland credit cards – wherever they shop. These changes will help us realise our ambition of making SuperValu Real Rewards Ireland's number one loyalty programme."
The latest Kantar Worldpanel research shows that SuperValu is Ireland's leading grocery retailer with a 22.4% share of the market, with the company growing sales by 3.1% year on year in the 12 weeks ending 11 September 2016. Dunnes Stores grew sales by 6.3% during the same period and is now level with Tesco as the country's second-largest supermarket business with a 21.6% share each.
As in the UK grocery market, Lidl and Aldi have made ground in Ireland over recent years. The most recent figures show them to have 11.7% and 11.4% of the market respectively.
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