Tesco woos 3 million with 'personalised' Clubcard push

Tesco is launching a “highly personalised” Clubcard campaign which will target millions of customers, driven by a new partnership with martech company Eagle Eye, set up and run by former Tesco chiefs.

The supermarket giant will invite 3 million loyalty club members to take part in the Clubcard Challenges campaign, which gives them a chance to collect £50 in loyalty points by taking part in 20 personalised challenges.

The challenges will vary for each customer, ranging from spending £20 in Tesco’s summer BBQ range over the next six weeks to spending £10 on plant-based meals, with extra points awarded for completing the challenge.

The campaign comes as the supermarket boosts its relationship Eagle Eye, which also works with Asda, Waitrose, John Lewis, Coca-Cola, Sainsbury’s and Morrisons.

Tesco said the rewards would give customers 20 offers, with customers able to choose 10 of them for a maximum £50 in Clubcard points. Those can be turned into up to £100 worth of rewards with more than 100 reward partners on its loyalty scheme, such as Pizza Express and Eurotunnel.

The campaign will start on May 20 and run for six weeks.

Tesco said it was seeking to ramp up its use of personalised loyalty, having already issued nearly 300 million personalised coupons to customers in the past year.

Tesco group membership and loyalty director Lizzie Reynolds said: “We are constantly looking for ways to make Clubcard work harder for our customers. With Clubcard Prices on around 8,000 products, it is saving customers up to £360 off the annual cost of their groceries.

“Personalisation is about using what we know about customers to make their experience better and our rewards more helpful, and we’re very excited to see how our customers respond to Clubcard Challenges.”

Founded in 2003 with backing from former Tesco CEO Terry Leahy, Eagle Eye appointed Tim Mason – the one-time Tesco marketing chief and deputy CEO, in 2016.

He said: “It’s a privilege to be working with Tesco, one of the world’s great retailers and an acknowledged leader in customer loyalty, to usher in its next stage of personalised promotions.”