Tesco is pulling the plug on an online customer data scheme, which encouraged up to 20,000 Clubcard members to trial new ranges and then big them up to friends and family over social media in return for freebies.
Developed by DunnHumby’s BzzAgent social marketing arm – which the data company bought in 2011 – “the Orchard at Tesco” platform is designed to help the retailer interact with customers over time, creating what it describes as “meaningful connections that earn lasting loyalty”.
According to the Orchard website blurb: “It’s simple – you try great Tesco experiences, services and products (for free or with big savings), then share your opinions about what you try with us, friends, followers, relatives and colleagues. Sometimes we’ll work together to come up with great new products for Tesco, and all your feedback helps make Tesco better for everyone.”
However, it seems the “meaningful connections” have been somewhat lacking of late and Orchard is no longer bearing enough fruit for Tesco. The scheme, which will close on March 31, is being replaced by a national in-store sampling programme which the retailer insists will benefit all customers.
In a statement, Tesco said it has already started its in-store sampling programme, and on average it samples over 1,000 products a week across own label and brands at 600 UK stores.
A spokeswoman said: “We know the quality of our food is really important to customers, so we want to provide them with more opportunities to taste it and get their feedback in person.
“That’s why we’ve taken the decision to close The Orchard at Tesco on the 31 March 2017 in favour of expanding and improving our national in-store sampling programme. We’ll also continue to reward our customers loyalty through Tesco Clubcard.”
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