Using personalisation to increase loyalty and engage more customers in Tesco Clubcard
Tesco Clubcard is one of the UK’s leading loyalty schemes. With an increasing trend for personalisation, Tesco recognised the need to offer a more personal approach.
The team needed a clear proposition to tailor Clubcard rewards more closely to individual preferences and behaviour.
What we did
Created a strategy and supporting guardrails
Led a cross-functional, cross-agency team to define what was needed.Ran an inspiring idea generation workshop
Generated ideas to motivate customers with personalised rewards, and distilled these down to five leading concepts to test with customers.Created the final concept
Combined emotional and functional customer benefits to create a winning concept, and created guidelines to help Tesco colleagues bring it to life.Outcome
Cross-business alignment on the purpose of personalised rewards, the target audience, and the customer behaviours to encourage.
Tesco has a clear strategy and a customer-centric proposition for personalised rewards.
The guardrails we developed are used to guide decision-making, and colleagues are using our activation guidelines to bring the proposition to life.
What we love about the project
Customer loyalty
Customer loyalty is a topic we care a lot about, and as a team we have a strong professional track record in this area.
Unrivalled expertise
It was great to be able to combine our experience with Tesco’s unrivalled expertise and ability to execute at scale.
Reaching millions of customers
It’s rewarding to create a proposition that millions of customers are now experiencing.
We'd love to be your thinking partner
Get in touch"The Blue Feathers team are brilliant. We worked with them on a high pressure, high pace and complex strategic piece for Clubcard and they were excellent- rigorous and high quality thinking and outputs, responsive, supportive and absolute experts in their field. I can’t recommend them highly enough." Emily Wells, Head of Loyalty Strategy, Tesco
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