Tesco readies Clubcard scheme for web revamp

Tesco Clubcard
Tesco Clubcard

Tesco is relaunching Clubcard as an online loyalty scheme, in one of the most significant changes in the programme's 15-year history.

From next year, 15m Clubcard members will have access to their statements online for the first time.

Tesco is finalising how the scheme will work across digital channels, but it will involve the development of a 'secure, multichannel smart coupon'.

As well as cutting direct-mail costs, it said the change would give consumers 'simpler access and greater choice'.

Alison Wright, senior marketing manager for Clubcard, confirmed that the supermarket was on target to launch Clubcard online in 2011.

'We are still in the planning stage, so details of how it will look and feel for customers are being ironed out,' she said. 'Ultimately, our aim is to offer customers more choice in how they operate their Clubcard account.

'We realise that customers lead busy lives. They are online more often and are looking to us to help make the weekly shop as simple and convenient as possible.'

Tesco said it was too early to say whether the overhaul of Clubcard would result in any change to its agency roster. EHS Brann currently handles most Clubcard communications.

Clubcard was relaunched last year, resulting in the recruitment of 1m new cardholders.

Tesco is currently offering double points, with two awarded for every £1 spent.

However, it is scaling back the value of the points when used for deals with reward partners. From 6 December, vouchers will be worth three times their face value, rather than the four-times redemption rate currently offered.


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