Tesco launches Clubcard 2
August 19, 2009
With its membership at over 15 million, Tesco’s Clubcard is the biggest loyalty scheme in the U.K. Tesco have just announced the launch of Clubcard 2 which now offers double points for its members on all products bought online or in-store.
Tesco’s U.K. marketing director, Carolyn Bradley said that the decision to apply the double points offer across the board was the result of customer feed back. “Customers have said to us that, although they really love the current [double-up offer], they could do with the extra help across the whole of our shopping trip and not just in some areas,” she said.
Tesco’s main rivals have been dismissive of the new Clubcard. Lisa Thomas from the agency that runs the Boots Advantage card says that constantly changing the rules of a loyalty scheme could confuse customers and asks: “Is it the only way that Tesco is able to get customers spending in a recession?” Asda, who do not operate a loyalty card scheme were equally unphased. A spokesperson for the group said: “We’ve never had a loyalty scheme as we don’t feel we need a gimmick to drive customers through the doors and increase market share, our recent results are testament to this.”
However analysts believe that the new offers will be good for Tesco. Malcolm Pinkerton of Verdict Research said: “I wouldn’t be surprised if Sainsbury’s tries to up the reward points it offers through the Nectar card.”
It is not clear how long the new rewards system will last as Tesco said: “We are not putting a timescale on it at the moment.”
Thanks to www.marketingmagazine.co.uk for the above quotes, for more information on this article please visit their website.
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