Asda has turned to the company backed and run by former Tesco chiefs Sir Terry Leahy and Tim Mason to launch trials of its new loyalty programme, which is being rolled out to 16 stores across West Yorkshire and the West Midlands.
Eagle Eye was launched with backing from former Tesco CEO Sir Terry Leahy in 2003; it is run by his former right-hand man Mason, who joined five years ago. The company’s clients include Tesco, Coca-Cola, Sainsbury’s, Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express. It has been has been working with Asda since 2014.
Asda Rewards is designed to provide customers with the best value when shopping and rewards them with money for buying the products they like.
Customers using the Asda Rewards app can build up a ‘cash pot’ each time they purchase a ‘star product’ or complete an in-app ‘mission’ when shopping in one of the 16 trial stores.
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 cash pot and use this in-store.
Eagle Eye’s AIR platform powers the scheme including the offer and reward management within the app, the membership card, star products, missions and cash pot as well as the creation and redemption of vouchers through its integration with Asda’s point-of-sale systems.
As the trial develops, Asda aims to customise offers so customers can earn pounds for buying their favourite products, or rewards for buying products that are environmentally friendly.
Mason, who was one of the leading advocates of Tesco Clubcard during his 24 years at the retailer, said Eagle Eye has seen first-hand the digital journey that Asda is taking customers on.
He added: “Loyalty programmes such as these help retailers improve their business through data-driven insights generating personalised offers which increase customer satisfaction and improve their marketing effectiveness.”
The customer trial follows a successful pilot with more than 2,000 Asda staff in the same stores to help develop the scheme ahead of the next stage of customer trial.
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. Late last month, the supermarket chain also launched a new data insight platform for both customers and suppliers, in a deal with Quantium.
Asda vice president of customer proposition and planning Matt McLellan said: “We know our customers want the best possible value when shopping with us, especially as household budgets become stretched.
“Our Asda Rewards trial rewards our loyal customers with pounds not points for buying the products they love.”
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