One of the major retail loyalty schemes in Britain
is called Nectar. Several big retail chains give Nectar points on purchases,
and redeem them against sales. I have a Nectar card myself because the
supermarket I use gives them. I allow them to accumulate throughout the year
and have about £30 to spend on goodies at Christmas. The fact is, however, that
I never buy anything just to get points. I only ever buy what I would have
bought anyway, and so the points are a bonus.
But now, one of the big insurance companies is running a
series of TV ads in which the principal selling angle is that taking out a policy
with them will bring 1,000 Nectar points winging your way. The fact is played
up to the hilt with flags and stars and cheering crowds, and the message is unequivocal:
1,000 Nectar points is
a REALLY BIG DEAL.
Well, actually, it isn’t. A Nectar point is worth ½p, which
makes 1,000 worth £5. So if you take out a policy with this company, they’ll
give you the equivalent of a free pizza. That’s a big deal? I wonder how many
people have worked it out.
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