Sainsbury’s deal sees Lovells, lmg cosy up

Lovells cemented its relationship with Loyalty Management Group (LMG) by acting on the extension of its contract with supermarket chain J Sainsbury, which is currently the subject of interest from a CVC Capital Partners-led consortium advised by Clifford Chance.

LMG operates Nectar, the customer reward scheme. Lovells advised LMG when it first introduced the scheme in Sainsbury’s stores five years ago. The firm has negotiated an expanded deal for LMG by which Sainsbury’s will use its data analysis programme to track buying trends with a contract renewed by another five years.

Although Linklaters is advising Sainsbury’s on any bid by the consortium, Addleshaw Goddard advised it on the Nectar deal.