Tesco is kicking off the new year with a push to encourage Clubcard holders to shop online through a major direct mail campaign offering £12 off their first shop when they spend £60 at Tesco.com.
Running under the strapline, “Grocery shopping that fits around you – not the other way round”, the mailer promotes both “Click & Collect” and home delivery services.
In a move designed to simplify the shopping experience, once Clubcard holders register and enter their card details the last six weeks’ purchases are already placed in their ‘favourites’ section.
The campaign is part of Tesco strategy rethink – unveiled after last year’s results – which has seen it go back to relying heavily on DunnHumby’s expertise and comes just days before Tesco is expected to reveal bullish Christmas sales figures.
Analysts are predicting a reversal of last year’s disastrous 2.3% slump during the seasonal period, with an increase in like-for-like sales of up to 0.5%. Although this is likely to be slightly lower than Sainsbury’s, it will be stronger than both Morrisons and Marks & Spencer.
There is also speculation that Tesco boss Philip Clarke will step back from hands-on management of the UK operation and hand the reins to former Tesco Thailand boss Chris Bush. Bush will continue the retailer’s £1bn rescue strategy, which has seen Clubcard data placed firmly at the heart of all operations.
Related stories
Tesco pushes ‘Twitter cracker’
Atkinson handed Tesco CMO role
Tesco ‘to boost direct, digital spend’
Tesco poaches Matt Atkinson
