PROGRAM CARD - Esso (Nectar at Esso)

Program name: Esso (Nectar at Esso)
Distinction: fuel within the Nectar coalition ecosystem
Brand / operator: Esso Petroleum Company, Limited (ExxonMobil)
Family / owner: ExxonMobil Corporation; partnership with Nectar 360 Limited (Sainsbury's Group)
Industry: fuel
Industry benchmark: no
Market: UK (excluding Northern Ireland and Tesco Alliance stations)
Related programs: Nectar (Sainsbury's, UK) - the coalition's parent program; Shell Go+ (UK), BPme Rewards (UK) - competitors in the fuel segment
Status: active
Legal / temporal status: no restrictions; Tesco Alliance stations are excluded from the program (they support Tesco Clubcard)
Launch year: 2019 (collection partnership); 2021 - addition of point redemption functionality (earn & burn)
Main type: coalition
Additional type: points-based
Joining cost: free (a Nectar card or account is required)
Channels: in-store (Nectar card, code scan), Esso App (pay at the pump), Nectar app
Reach: approx. 1,009 participating Esso stations in the United Kingdom (excluding NI and Tesco Alliance stations)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 5
Main KPI (impact strength): acquisition + data (medium)

Descriptive sections

0. Summary

Esso (Nectar at Esso) is a fuel partnership within the British Nectar coalition. Drivers collect Nectar points for every litre of fuel and every pound spent in the forecourt shop, and can then redeem them for a 5p/litre fuel discount directly at the pump. The program works both with a physical Nectar card and through the dedicated Esso app with additional welcome bonuses.

1. Objectives and context

The partnership launched in June 2019 to differentiate the Esso brand in a crowded UK fuel market and increase the loyalty of price-sensitive consumers. The operator's goal was to acquire purchase data from the Nectar coalition and increase visit frequency. Research conducted by ExxonMobil showed that 80% of drivers would be willing to switch fuel stations in response to a fuel discount, with the "sweet spot" threshold value being 5p/litre.

2. Target audience

The program is aimed at individual drivers in the United Kingdom who regularly use petrol stations, especially those actively collecting Nectar points. It is attractive both to Sainsbury's customers seeking additional points beyond grocery shopping and to those looking for real savings on fuel.

3. Architecture and type

Registration: a Nectar account holder (card or app) does not need to take any additional steps - Esso is a Nectar partner automatically available to every coalition member. Optionally, you can download the Esso App and link your Nectar card to receive a 1,000-point welcome bonus.
Point accrual: at each refuelling or forecourt shop purchase, you scan the card or the code from the app. Nectar points arrive in the account within a few days.
Redemption (burn): at your next refuelling, at the terminal or via the Esso App, you select the redemption option - 300 points convert into a 5p/litre discount, applied to the first 60 litres of the transaction. The discount is deducted from the amount due.

4. Earn & burn mechanics

Accrual: 1 Nectar point per litre of Esso Synergy™ fuel; 2 Nectar points per £1 spent in the forecourt shop, car wash or on lubricant products
Threshold and redemption: 300 Nectar points = 5p/litre discount with a minimum of 10 litres of fuel (max. 60 litres per single transaction, i.e. max. £3 savings per redemption); redemption available via the Esso App or the Nectar card at the till (excluding fuel card payments)
Reward forms: fuel discount (pence per litre); indirectly - other Nectar ecosystem rewards (tickets, Sainsbury's vouchers, etc.) after converting points within the Nectar program; conversion to Avios: 400 Nectar points = 250 Avios
Point expiry: no automatic expiry; the Nectar account is closed after 12 months of inactivity (collecting or spending points)

5. Emotional value

Esso plays on the emotions associated with the everyday pain at the pump - every litre of fuel is a visible step toward real savings. The messaging emphasises "instant gratification": you don't wait for a voucher, you don't convert points into catalogue rewards - just 300 points and you immediately see a price lower by 5p/litre. The program reinforces the feeling of being a "smart driver" who refuels more cleverly than others.

6. Gamification

Esso App: a 1,000 Nectar-point welcome bonus for the first refuelling; then milestones: 4× points on the 2nd refuelling, 6× on the 4th, 8× on the 6th, 750-point bonus on the 8th refuelling - after 8 the cycle resets, encouraging continuous use of the app
Regular promotional offers (e.g. 5× points on Supreme+ fuel) create short-term windows of higher value
Integration with Nectar means that Esso points add up with Sainsbury's points, generating a "shared jar" effect

7. Differentiation

Esso stands out among British fuel programs by combining the global Nectar network (dozens of partners, Sainsbury's, Argos) with a direct fuel discount at the pump. Shell Go+ and BPme Rewards operate their own points programs that do not accumulate with any large coalition - Esso provides access to the value of the entire Nectar ecosystem with a single scan.

8. Data and personalisation

Data scope: fuel transaction history (station location, volume, fuel type), forecourt shop purchase history
Consents: data processed by Nectar 360 Limited as the coalition's data controller; Esso is the commissioning entity; the full Nectar privacy policy is available at nectar.com/about/privacy-and-legal/privacy-policy
Personalisation: segmentation and offer targeting conducted by Nectar at the coalition level; Esso uses coalition data to plan promotional campaigns (e.g. selecting the stations covered by a 5× points offer)

9. Technology

Esso App (iOS/Android): pay-at-pump without leaving the car, automatic Nectar point accrual after linking the account, navigation to the station
Nectar platform (Sainsbury's): the coalition's central points system managed by Nectar 360 Ltd; points visible in the Nectar app or at nectar.com
Integrations: POS terminals at stations, Nectar card readers; the Esso App integrates directly with the Nectar account via the coalition's API

10. Communication and lifecycle

Communication channels: Esso App (push notifications), Nectar e-mail, Sainsbury's / nectar.com, social media (Facebook, Twitter/X, YouTube)
Onboarding: the standard Nectar registration process + optional download of the Esso App with a 1,000-point welcome bonus
Retention / reactivation: the app's milestone system (8-refuelling cycle), seasonal multiplier offers (e.g. 5× points on Supreme+ campaigns), communication through Nectar coalition channels

11. Conclusion / inspiration for the almanach

Esso demonstrates that even a heavily commoditised category product (fuel) can build loyalty by joining an existing coalition rather than creating its own program. The key insight: consumers value a fuel reward (pence per litre) more than a catalogue voucher - when designing a program in a highly price-sensitive category, it is worth focusing on an immediate, measurable discount on the core product.

Sources: esso.co.uk/en-gb/loyalty-program; esso.co.uk/en-gb/nectarpointsoffer (T&C of the 5× points promotion, Nov 2025); exxonmobil.co.uk (partnership launch announcement, Nov 2018); forecourttrader.co.uk (article on the launch of point redemption, 2021); headforpoints.com (article on the Esso app, Nov 2025)
Terms (link): https://www.esso.co.uk/en-gb/loyalty-program
Entry compiled on: 2026-06-20

Esso (Nectar at Esso)