Tesco is planning to boost its Clubcard scheme by handing loyalty club members control of the data it holds on them under a gamification scheme dubbed ‘Clubcard Play’.
The retailer is currently recruiting for someone to head up the programme, who will work closely with Tesco’s IT team and DunnHumby – which runs Clubcard – on implementation.
Details of the scheme are patchy, to say the least, but according to the application blurb: “The successful candidate will define the strategy to develop and support the deployment of group-wide capability to deliver market-leading products and games which give our Clubcard customers simple, useful, fun access to their own data to help them plan and achieve their goals.
“You will build and develop the personalised access to customer’s data capability plan and manage the delivery of Clubcard Play (games) to engage customers and create new media opportunities for brands and marketing opportunities for Tesco.”
The manager will be expected to work with the marketing team to manage the organisation change and impact that the personalised access to customer’s data will have.
Tesco has fiercely resisted previous attempts by the Government to open up its database for campaigns, such as the fight against obesity. It has also shunned the Coalition’s midata initiative – a partnership set up in 2011 to give consumers the statutory right to access the data companies hold on them.
The scheme is likely to tap into the growing market for gamification, which works by making technology more engaging.The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading websites.