Magazine article Marketing

Tesco Clubcard to Fight Rivals at the Checkout

Magazine article Marketing

Tesco Clubcard to Fight Rivals at the Checkout

Article excerpt

Tesco is to target customers with Clubcard offers at its supermarket checkouts for the first time, in a pre-emptive strike against the launch of Sainsbury's-backed loyalty scheme Nectar.

The push comes as Tesco's loyalty partner Air Miles plans an aggressive marketing campaign of its own to fight off Nectar.

Spearheaded by Clubcard director Crawford Davidson, the Tesco scheme works by offering discounts on products that individual shoppers regularly buy as they pay for their purchases.

The UK's leading retailer has been trialling the scheme at stores in Wales, and is to roll it out to the rest of the UK in a bid to reward loyal shoppers.

It is part of an extensive programme designed to add value to membership of Clubcard. Tesco has been working with agency of record EHS Brann on a communications strategy emphasising the chain's tie-up with Air Miles, and is mailing millions of Clubcard members to inform them about recent changes to the scheme.

Additional features include the launch of an offers magazine, Freetime, which follows the company's acquisition of ticketing agency First Call Group. …

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