Abstract:Sainsbury’s is the second largest supermarket chain in the UK after Tesco. However, Sainsbury’s has been losing market share to its competitors, the biggest grocery retailer, Tesco and ASDA, the US retailer, which has a market share of 17% now. Hence, in order to increase its market share, Sainsbury’s made a new strategic step by joining Nectar Loyalty Program. The Nectar loyalty program is a crucial part of the strategy of Sainsbury’s. The retailer was convinced that a strong and attention-getting new reward… Show more
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