Magazine article Marketing

Tesco Plans to Open Up Data Via 'Clubcard Play'

Magazine article Marketing

Tesco Plans to Open Up Data Via 'Clubcard Play'

Article excerpt

Tesco looks to take Clubcard to next level as John Lewis prepares loyalty debut.

Tesco is to hand consumers control of data on their own shopping habits for the first time, in an attempt to make its Clubcard scheme more transparent.

It plans to develop 'products and games' to give Clubcard-holders 'simple, useful, fun' access to their own data, to help them 'plan and achieve their goals'. The retailer's aim is to build personalised access to customers' own 'data capability plans'.

Tesco will also explore ways in which games could create new media opportunities for brand-owners, as well as further marketing opportunities for its own business.

The initiative, known as Clubcard Play, comes just weeks after the government closed its 'Midata' consultation - a partnership with consumer groups and businesses, set up in 2011 to give consumers the statutory right to access the data companies hold on them.

However, a Tesco spokeswoman insisted its plans were not connected to Midata, as it had been thinking about how to give customers access to Clubcard data 'for some time'. …

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