Sainsbury’s is the UK’s third largest retail chain store with 16.5% market share. In 2002, Sainsbury’s introduced its loyalty scheme called the Nectar Card, which has been adopted by over 11.5 million customers. 4.1.2.1 Nectar Card Evolution Sainsbury’s first loyalty scheme was launched in 1996, shortly after the chairman David Sainsbury realised what effect the Clubcard had on Tesco’s sales (Christie, 2013). The Nectar Card scheme was introduced in 2002, combing the already existing loyalty programmes of Sainsbury’s, BP, Barclaycard and Debenhams. This joint action was supposed to resurrect customers’ interest in loyalty schemes, as shoppers were believed to be overwhelmed by too many loyalty cards, plus the partners could share the cost