Nectar is spearheading an initiative to strengthen partner relations with the development of its Nectar Merchandise Shop.
Leeds agency Creative Emporium designed and launched Nectar's online shop last year and will lead the latest development, bringing all of Nectar's branded assets and products onto a single system.
Creative Emporium marketing manager Hannah Potts explained: "Since the shop's initial launch last year, we have worked closely with Nectar to continue making improvements to their colleague engagement initiatives through the design and supply of branded merchandise.
"Following research we conducted in late 2012 canvassing the views of Nectar's partner companies, featuring the likes of BP, Herts, Sainsbury's and Ford, we established a need from the partners for 'greater product variety' on the website, with 'inspiration for new products' and the 'ability to order dual-branded items' with both the Nectar logo and the partners' logos on.
"From there, we knew that the site could offer much more than merchandise and become an all-encompassing branding solution for Nectar."
New features on the site will include a facility to order dual-branded merchandise; a product search portal allowing partners to match products to their brand with more ease; and a brand space enabling real-time management of brand assets, such as guidelines, templates, marketing collateral, artwork and logos.
Partner marketing executive at Nectar, Ella Stevens, said: "Our partners' colleagues are more likely to feel stimulated as brand advocates to carry the right messages through whatever channel of business they operate in if they are immersed in the brand frequently and can champion the benefits of joining the loyalty scheme to their own customers."