Tesco has launched a new phase of its hyper-personalised Clubcard Prices scheme, offering reduced prices for selected customers’ favourite products.
It said the ‘Your Clubcard Prices’ trial would offer lower prices on selected products it knows customers like, based on their previous purchase history.
Those taking part in the trial will receive their personalised prices every Wednesday via the Tesco app, with the discounts valid for seven days.
The move comes as Tesco and other retailers ramp up the use of personalised loyalty card offers as a way to drive volume and retain customers.
Last year Tesco started launching the personalised Clubcard promotion for millions of customers, driven by a tie-up with AI technology company Eagle Eye.
Three million loyalty card holders were invited to take part in the Clubcard Challenges campaign, giving them a chance to collect £50 in loyalty points by taking part in personalised challenges.
Morrisons, which has also worked with Eagle Eye on the development of its More Card, launched hyper-personalised offers for its loyalty card holders in the form of a My Points Boosters scheme, which asks customers to select up to 10 leading brands from a personalised list of their favourite items.
Experts say new technology is enabling the likes of Tesco to achieve much greater personalisation than the pioneering Pick Your Own Offers scheme, launched under Waitrose CEO Mark Price in 2015, which was the first to offer such reductions.
“We are constantly looking for ways to make Clubcard work harder for our customers,” a Tesco spokesman said. “And with Clubcard Prices on thousands of products, it is already saving customers up to £385 on the annual cost of their groceries.
“We are currently offering Your Clubcard Prices to a trial group of our Clubcard members, giving them offers on products they regularly buy at Tesco, in addition to the thousands of Clubcard Prices available to all Clubcard members each week.”
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