Tesco is attempting to slash the print and postal bill for its estimated 60 million Clubcard voucher mailings sent each year, by urging cardholders to sign up for online statements.
With vouchers for its 15 million-strong membership being mailed four times a year, the costs run into tens of millions of pounds. Now the retailer is emailing Clubcard-holders with an incentivised offer – of a chance to win a VIP experience at next year’s Monaco Grand Prix – for those who switch.
Customers can then print the vouchers from their home computers, rather than wait for the official quarterly statement mailing.
The retailer awarded its direct mail business to TNT Post earlier this year, following a pitch against incumbent DHL. At the time, the contract was said to cover up to 180 million items a year, with plans to develop the retail group’s mailing capabilities.
It is not known how the new strategy will affect this, although Clubcard activity is only part of the TNT deal, which also includes Tesco Bank, Tesco Direct and other group-wide material.
Banks and utility firms have led the drive to get customers to sign up to online accounts, dressing it up as an environmental issue, rather than the real reason, which is the high print and postal cost to the business.
The paperless trend is also being embraced by the retail sector, with many signing up to paperless receipt schemes. It is claimed the switch will open up new marketing opportunities, by enabling shops to build a highly detailed picture of customer purchases – and then email them relevant offers.
Purchase details are stored in the cloud, with the retailer keeping a similar record. In theory, it removes the possibility of any disputes about the date of a purchase, should a customer subsequently want a refund.
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