Nectar has enlisted the help of a Tesco Clubcard specialist to help it better exploit its data.

Peter Gleason, former managing director of retail media at Dunnhumby - the customer insight specialist behind Tesco's Clubcard data analysis - is joining Loyalty Management Group, the company behind the Sainsbury's loyalty card.

Gleason, who is currently on gardening leave, will be taking up the role of managing director of the group's new insight and communications division. He remit will be to provide more insight into shopping trends, from analysis of product and customer information, and make strategic business decisions.

He will also be responsible for spearheading the growth of the division.

"Peter Gleason's appointment is an important part of bringing together world- calibre resource and expertises to develop this important LMG initiative," said chief executive offer, Alex Moorhead.

The division was launched this March and coincided with Sainsbury's decision to renew its contract with LMG to operate Nectar. A few months prior to that, Sainsbury's revealed it was planning to "significantly improve the exploitation of Nectar", with £1.2m to be spent on research and analysis to better understand Nectar data.

Sainsbury's Nectar card has 10 million members, compared with Tesco Clubcard's 13 million. It has historically been the poorer cousin, unable to collect or analyse data to the same degree as Clubcard.

Nectar collects date and time of stores, card number, points earned, retailer code, location code and offer code, while Tesco also collects details on products, analyses the data and uses it to target promotions at specific shoppers.

Gleason has worked at Dunnhumby for six years, initially joining as commercial director, before taking on the roles of head of fmcg and then managing director of retail media.

Prior to Dunnhumby, he was sales director at Catalina Marketing and has also worked at Kimberly-Clark, Mars and Gillette.

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