The UK-based coalition loyalty programme, Nectar, has announced plans to refine and update its rewards line-up, introducing more household brand names and focusing on simplicity, offering its 16.8 million cardholders instantly redeemable rewards through all partners. This article is copyright 2010 The Best Customer Guide.

The first new signing is ASK, a nationwide contemporary Italian restaurant chain. With the new focus on simplicity, programme members can simply hand over their Nectar card with their restaurant bill and the necessary number of points is immediately debited from their Nectar account toward the cost of the meal.

At the same time, ASK is providing Nectar members with double the usual point value, so every 500 points redeemed equates to 5 off the bill (instead of the standard 2.50).

Throughout 2010, the programme plans to add other household brands within four categories: Home, Food & Drink, Entertainment, and Travel.

There are also regular special deals including double value redemptions and other exclusive offers to give members more value for their loyalty.

According to Jan-Pieter Lips, managing director for Nectar, "Customers have told us that a big benefit of the Nectar scheme is the access it gives them to high profile brands, so with these new partnerships we're increasingly aligning the scheme with their lifestyles."

Since Nectar's launch in 2002, more than 1.3 billion worth of rewards have been redeemed by members (including money off shopping, travel and general merchandise).

More than 50% of UK households now collect Nectar points (representing 16.8 million cardholders).