Nectar360 and Merlin Entertainments have launched a new UK partnership allowing Nectar members to spend loyalty points across more than 20 Merlin attractions, expanding the role of supermarket-linked rewards beyond traditional grocery discounts.
The offer was announced on 13 May and includes access to attractions such as LEGOLAND Windsor Resort, Alton Towers Resort, Thorpe Park, London Eye and SEA LIFE locations across the UK.
Customers can redeem Nectar points through the Nectar app and dedicated booking platform. The companies said members can also double the value of selected point redemptions, including swapping £5 worth of Nectar points for £10 off attraction tickets.
The partnership adds another layer to the growing role of loyalty ecosystems inside the UK supermarket sector, where retailers are increasingly using digital platforms, data partnerships and retail media networks to strengthen long-term customer engagement.
Sainsbury’s-owned Nectar has continued expanding its loyalty infrastructure in recent years through app-based rewards, partner integrations and personalised promotions linked to customer purchasing behaviour.
The Merlin partnership also highlights how UK retailers are increasingly connecting grocery loyalty programmes with lifestyle and entertainment spending categories as competition intensifies across the wider consumer market.
Nectar360 said the simplified redemption process was designed to reduce friction for customers using points through the app ecosystem.
For Merlin, the partnership increases access to families already engaged with one of the UK’s largest loyalty networks, which covers more than 24 million Nectar members.
The move reflects a wider shift across the UK retail technology sector, where supermarket loyalty programmes are evolving into broader digital commerce and retail media platforms rather than operating solely as discount schemes.
What happens next will likely depend on how aggressively UK retailers continue expanding loyalty ecosystems into travel, entertainment and service partnerships as supermarkets compete for higher customer retention and app usage.
Editors’ Note: Information in this article was based on the official Nectar360 and Merlin Entertainments partnership announcement released on 13 May 2026.
