Case Study:

Launching the Esso & Nectar Loyalty Partnership

Client: Esso (UK)
Role: Partner Director, Nectar (Client Lead)

As Partner Director at Nectar, I served as the client lead for the launch and long-term success of Esso’s integration into the UK’s largest loyalty coalition. My team was responsible for defining and executing Esso’s CRM strategy, customer insight roadmap, and loyalty-powered media activation—ensuring the programme delivered measurable value from day one.

Key Deliverables

  • CRM Strategy & Planning: Designed a full lifecycle engagement plan across email, app, and in-store touchpoints, aligned with Esso’s and Nectar360’s business priorities.

  • Voice of Customer (VoC): Built and implemented a structured research programme to capture customer feedback pre- and post-launch.

  • Loyalty-Powered Media Activation: Led media planning and optimisation using Nectar’s first-party data, driving targeted acquisition and re-engagement.

  • Segmentation & Analytics: Delivered bespoke customer segmentation and performance dashboards to guide Esso’s marketing and dealer teams.

  • Cross-Functional Leadership: Acted as senior client partner, aligning internal teams across analytics, creative, digital, and commercial functions.

Results

 

  Launched Nectar across 1,000+ Esso sites

 

2.8M transactions in the first 9 weeks

 

79% first-time swipe rate during launch

Results

  • Successfully launched Nectar across 1,000+ Esso sites, with 2.8M transactions in the first 9 weeks

  • Achieved 79% first-time swipe rate during launch

  • Delivered actionable customer insight to shape post-launch strategy and improve retail performance

Impact

This partnership laid the foundation for long-term loyalty engagement at Esso—backed by robust customer data, personalised marketing, and a clear value proposition for both dealers and end customers.

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