Tesco is delivering on its promise to delve deeper into its Clubcard data by tailoring online shopping ranges to customers, depending on how much they spend each week on its website.
Tesco chief executive Philip Clarke vowed in April to put DunnHumby, which runs the Clubcard operation, “back at the heart of the business” to allow Tesco to target customers more effectively.
Speaking yesterday at the Consumer Goods Forum in Istanbul, Clarke said: “We are now making changes to our UK website to highlight promotions that are relevant to the customer who is browsing the site.”
As part of the overhaul, the retailer will display higher priced fine food to those shoppers who spend the most, while shoppers on a smaller budget will see products from its Everyday Value range when they log on.
The company also uses the data to tailor ranges and promotions depending on the local demographic.
Earlier this month, Tesco’s interim results revealed Clubcard marketing is starting to pay dividends, with 7 million of its customers already sent additional, more personalised Clubcard mailings. And, although it reported a small drop (1.5%) in like-for-like sales, it claimed to be stealing marketshare off rivals.
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