Tesco is aiming to woo Britain’s youth by launching getting 16 and 17-year-olds to sign up for the Clubcard loyalty scheme, not only giving younger customers access to lower prices but, crucially, building a valuable picture of their shopping habits.
The move follows criticism from consumer groups that millions of younger customers have been blocked from cheaper prices because their age stops them from signing up for a loyalty card.
Consumer group Which? has previously campaigned for the supermarket to lift unfair restrictions on who can sign up to its loyalty scheme.
The teenage scheme is linked to a Clubcard account of a parent or guardian, meaning 16-17s will have to be invited to sign up.
More than 24 million UK households are already members of the scheme, which was launched in 1995 and is now a key driver of Tesco’s data-driven marketing strategy. It is also the cornerstone of the Tesco Media division, which offers CPG brands access to Tesco huge customer base.
Full Clubcard members will need to click on the identity icon in the top corner of their Tesco app, which allows them to access their account settings. From there they can click on the “Invite to Clubcard” button and choose the option to send a sign-up link to their teenager.
The “invite to Clubcard” button will only be visible to Clubcard members using the latest version of the app; a Clubcard is used in more than 80% of sales at Tesco.
Tesco Group membership and loyalty director Shama Wilson said: “We are delighted to be giving younger customers access to Tesco Clubcard for the first time, and we have no doubt that it will prove popular with 16 and 17-year-olds, whether they are shopping in one of our ‘big Tesco’ or ‘little Tesco’ stores.
“From today, our new Clubcard for 16-17s members will not only be able to get Clubcard prices in-store, including our iconic Tesco lunchtime meal deal for just £3.85, but also collect points that they can turn into vouchers for money off their in-store shopping.”
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