Asda expands loyalty scheme to combat 'tough times'

Asda is rolling out its loyalty programme to all stores across the UK and online following a successful trial in 16 stores across West Yorkshire and the West Midlands last year.

More than 1 million customers have signed up during the trial period of the Asda Rewards scheme, which will now be expanded across 633 stores around the country.

Powered by Eagle Eye’s AIR platform, Asda Rewards members can build up a ‘cashpot’ each time they purchase a ‘star product’ or complete an in-app ‘mission’.

Customers can also earn special rewards for purchasing selected products across a range of brands from Asda’s own-label products to Cadbury’s, Heinz, Pampers, Budweiser, Gillette and more. Cash can be redeemed by creating a voucher with the money customers have saved in their cashpot and used in-store. So far, members have built up over £4m in their cashpots.

Asda senior director for loyalty Mark Baxter said: “We’re incredibly excited to be able to give all our customers access to Asda Rewards across the UK so they can start to earn rewards and build their cashpot. We know that times are tough for families right now, so it’s great to be able to reward them for simply shopping with us.”

The move follows the launch of George Rewards, the first loyalty scheme in the retailer’s 70 years history, offering customers points when making online purchases from its George clothing and homeware range.

The supermarket chain also recently launched a new data insight platform for both customers and suppliers, in a deal with Quantium, while in June it signed a major tech deal with Salesforce as part of plans to build a 360-degree view of its customers, and provide personalised and tailored experiences that it hopes will “revolutionise the consumer grocery experience”.