## Expansion of Sainsbury’s Nectar Scheme
Deliveroo has become the first food delivery platform to integrate with Sainsbury’s Nectar, the UK’s second-largest loyalty card programme. This partnership allows customers ordering from Sainsbury’s via Deliveroo to earn Nectar points as they would in-store or through other online channels.
### How the Integration Works
The scheme links customers’ Nectar and Deliveroo accounts. When shopping for groceries from Sainsbury’s through the Deliveroo app, users automatically collect Nectar points on their purchases. The number of points earned depends on the value and type of items bought, mirroring the existing rewards structure of the supermarket’s other sales channels.
### Benefits for Customers
This collaboration expands loyalty rewards beyond traditional shopping, giving users more flexibility in earning and using their Nectar points. Customers can accumulate points across different services, encouraging broader engagement with both brands.
### Strategic Significance
By joining forces with Deliveroo, Sainsbury’s strengthens its online presence and meets the growing demand for convenience-oriented grocery shopping. Deliveroo, meanwhile, enhances its customer offering by adding the value of a household-name rewards system to its platform.
> “The arrival of Nectar on Deliveroo helps bring even more value to customers, no matter how they choose to shop with us,” said Alex Naisby, Sainsbury’s Head of Loyalty Marketing.
### Background
Nectar, launched in 2002, has over 18 million members across the UK and is used by several major retailers. The partnership with Deliveroo marks another step in Sainsbury’s efforts to merge digital convenience with customer loyalty.
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**Author summary:** Sainsbury’s links its Nectar loyalty scheme with Deliveroo, letting users earn loyalty points on grocery orders for greater value and convenience across platforms.
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The Grocer — 2025-11-27