Tesco is aiming to ‘go local’ with a new scheme which expands the number of retail outlets at which customers will be able to use Clubcard vouchers for weekly discounts.
Launched to coincide with the latest voucher mailing, the tie-up is being promoted through an email campaign to Clubcard loyalty scheme members.
It promises three offers every week, although third-party firms will not accept Clubcard vouchers – they must be exchanged for tokens via the shopping basket on Tesco.com.
The push makes a big play on the local focus, with the wording: “We’re pleased to announce 3 new Clubcard rewards in your local area. We’re working with local businesses to bring you 3 brilliant offers every week.”
Tesco has long faced the brunt of many local communities, amid claims that its growth strategy – in both out of town areas and Tesco Extras on high streets – has hit small traders. The emphasis that it is ‘working with local businesses’ is no doubt an attempt to change this image.
The move follows the launch of a pilot scheme in Sheffield which sees customers able to swap points for offers on daily deals website LivingSocial.
The pilot links Tesco’s Clubcard with LivingSocial’s daily deals feature, which is city-specific. The trial launched in Sheffield last week, supported with ads in the local press.
A Tesco spokesman said that any extension of the scheme would depend on the take-up in the pilot.
