Thirty years ago, Tesco put a little card in people’s wallets that would change the face of British retail – the UK’s first supermarket loyalty card.
It is fair to say that Clubcard has evolved considerably since then, although the signs that the scheme would be a success were there from the outset – with eight million customers signing up to put a Clubcard in their wallet in its first year.
But, to ensure customers continue to believe in Clubcard, and to grow the member base to the incredible 23 million UK households we have today, we haven’t stood still.
The success of Tesco and of Clubcard has always been driven by the need to serve our customers even better – responding to, and in many cases anticipating their needs, and ensuring we understand what matters to them.
There were some clear learnings in the early years that led to changes, such as removing the £10 threshold before Clubcard points could be earned and introducing joint cards so that two members of the same household could collect points on the same account.
The Clubcard journey
In 1999, less than five years into Clubcard’s journey, we broadened the benefits so that holders could spend their Clubcard Vouchers with specially selected Reward Partners.
This became a key part of the value Clubcard unlocks for customers, and today we have more than 100 Reward Partners that members can exchange their vouchers with, doubling their value.
As technology has developed, it has allowed us to offer our Clubcard members smoother and easier access to all their benefits.
While the iconic image of the Tesco Clubcard is the physical card, for millions of members today their Clubcard is accessed through the Tesco app, meaning that they can track their points and vouchers in real time, exchanging them with our Reward Partners in a few simple clicks.
In more recent years, our customers have been more focused on price and value than ever and, to make their Clubcard work even harder for them, in 2020 we rolled out Clubcard Prices. Customers were able to benefit from hundreds of exclusive deals and offers, and today we have grown that to thousands of cheaper prices available each week.
Where Clubcard leads, others follow
Each of these improvements have been genuine innovations, which have helped to shape the face of UK loyalty programmes.
Whether it’s the ability to spend points with reward partners, or offering exclusive discounts on products – where Clubcard has led, others have followed. For our part we are determined to ensure that Tesco Clubcard keeps its place, leading the way in the years ahead.
Looking to the future we want our customers to continue to love their Tesco Clubcard. In particular, we are excited at the possibilities that technology gives us so that Tesco Clubcard can deliver a better service to each and every member.
As for how we will be celebrating 30 years of Clubcard – we will be doing so in true Tesco style, by rewarding members even more.
We are also kicking off the campaign with a fun TV ad airing on 15 February, offering a light-hearted look back at the last 30 years of Tesco, Clubcard, and UK popular culture. It follows two sets of neighbours - one couple who signed up for a Clubcard in 1995, and the other who resisted.
The ad covers three decades of trips, travel, theme parks and meals out for one family all made possible by their Tesco Clubcard. When we reach 2025, the second family can’t resist any longer and finally signs up.
This is a special moment for us, looking back over three decades of Tesco Clubcard and the impact it has made. But we are always looking forward to what is still to come, with the determination to deliver even more for our members.
Becky Brock is Tesco group customer director
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