Tesco plans to open up data with Clubcard Play scheme

Tesco: planning 'Clubcard Play'
Tesco: planning 'Clubcard Play'

Tesco is to hand consumers control of data on their own shopping habits for the first time, in an attempt to make its Clubcard scheme more transparent.

It plans to develop products and games to give Clubcard-holders "simple, useful, fun" access to their own data, to help them "plan and achieve their goals". The retailer's aim is to build personalised access to customers' own "data capability plans".

Tesco will also explore ways in which games could create new media opportunities for brand-owners, as well as further marketing opportunities for its own business.

The initiative, known as Clubcard Play, comes just weeks after the government closed its 'Midata' consultation - a partnership with consumer groups and businesses, set up in 2011 to give consumers the statutory right to access the data companies hold on them.

However, a Tesco spokeswoman insisted its plans were not connected to Midata, as it had been thinking about how to give customers access to Clubcard data 'for some time'.

Although it has not yet revealed wider details, Marketing has learned that Clubcard Play will be trialled with "rapid testing and piloting".

"There is a lot of talk about the gamification of data, to encourage consumers to engage," said Justin Basini, ex-Capital One marketing director and founder of Allow, a service that helps consumers gain control of their personal information.

"What has stopped a lot of companies is the concern that people will get freaked out by how much data is held on them. Due to the sheer volume of data involved in Clubcard, if Tesco mucks about with it or takes a mis-step, this could prove risky," he warned.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers