From the weekly grocery shop to a day at Alton Towers — Nectar is turning everyday spending into family experiences.
Nectar has launched a new partnership with Merlin Entertainments, giving the loyalty scheme’s members a way to redeem points at more than 20 attractions across the United Kingdom — including Alton Towers Resort, Thorpe Park, LEGOLAND Windsor Resort, Chessington World of Adventures, the London Eye, SEA LIFE aquariums, Warwick Castle, and Cadbury World.
The partnership, live from Wednesday, is available through the Nectar app and includes a points-doubling offer: members who swap £5 worth of Nectar points receive £10 off Merlin ticket prices — effectively doubling the redemption value for those who choose to use it.
How to Redeem
The redemption process has been designed to minimize friction. Members open the Nectar app, select the Merlin partner offer, book through the dedicated Merlin-Nectar booking page, choose how many points to apply at checkout, and receive tickets by email. No separate account registration or third-party redirect is required.
“Making it easy for customers to spend their points is really important,” said Amir Rasekh, Managing Director of Nectar360. “By stripping out unnecessary steps, we’ve created a faster, more intuitive redemption experience — one that’s much better for our Nectar members.”
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The Commercial Logic
For Nectar, the partnership extends the utility of its loyalty currency beyond grocery spending — historically the scheme’s primary redemption context — into leisure and family experiences. For Merlin, it opens access to Nectar’s membership base as a new acquisition and demand-generation channel at a time when the company is investing in new attraction launches.
“We know our Nectar members want great value and real rewards,” said Mark Given, Sainsbury’s Chief Technology, Marketing and Data Officer. “It’s all about giving families fun days out for less and making every point count towards something special.”
Stan Swinton, Merlin’s Chief Growth Officer, pointed to the launch timing as particularly relevant, given that new attractions have recently opened at several sites. “With Bluey the Ride: Here Come the Grannies at Alton Towers and World of PAW Patrol at Chessington World of Adventures, now is an ideal time for Nectar customers to enjoy the benefits of Merlin attractions,” he said. The full list of participating Merlin attractions is available through the Nectar app.