Tesco is revamping its Clubcard loyalty programme by introducing contactless technology, new branding and additional Reward Partners – including controversial taxi firm Uber – in a move which it claims will make the scheme easier for customers to use and provide more benefits.
The new-look cards are being mailed to customers at the end of this week, while the overhaul also includes what the retailer describes as “significant improvements” to the Tesco Clubcard app.
New customers can now use the app to sign up to Clubcard straight away, while they shop in store. The contactless technology enables existing customers to tap at the checkout to add their points, as well as access their vouchers. However, the paper coupons will still be available as Tesco said many customers prefer them.
Earlier this year the supermarket giant slashed its investment in Clubcard mailings by ditching the brand discount coupons, which have been a key part of the data-driven loyalty scheme since it launched over 20 years ago, to concentrate on Clubcard Reward Partners.
As part of the revamp, Tesco now plans to add to the 400 strong range of partners currently available, while customers will be able to get up to four times the value of their vouchers, and it is lowering the deals threshold from £2.50 to 50p.
Hotels.com and Uber are the latest partners to join the scheme, although some taxi drivers have already threatened to boycott the scheme.
The retailer will also have 2,500 dedicated Clubcard Champions on hand in stores to guide customers through the changes.
Tesco chief customer officer Alessandra Bellini said: “Tesco Clubcard is one of the most uniquely helpful things we do and it’s our way of saying thank you to our customers for shopping with us.
“We’ve listened to customers and we’re delighted to have made Clubcard even simpler and easier to use, introducing a brand new contactless card, an upgraded Clubcard app, and added to our list of partners too.
“Clubcard is the most rewarding loyalty scheme in the sector and we’re looking forward to seeing how customers respond to the improvements.”
Clubcard spend cut as millions lose brand vouchers
Tesco to restrict Clubcard Boost to partner firms
Clubcard guru tells Tesco to pull plug
Leahy: Tesco’s had big data for years
Humby hits out at Clubcard strategy
Axing Clubcard would be ‘suicidal’
Top firms cough up for Clubcard blitz