The Solution
In collaboration with Eagle Eye, ASDA launched 'ASDA Rewards' in just 12 weeks, an innovative cashback-based program where customers accumulate pounds instead of points. Customers accrue cash in their Cashpot to spend either in-store or online simply by completing missions or purchasing designated 'Star Products' whilst shopping.
Central to the realization of this initiative was ASDA's adoption of Eagle Eye's Real-Time Loyalty product, serving as the Loyalty Ledger discreetly in the background. To unlock the potential of personalization, ASDA leveraged the Eagle Eye Wallet, enabling real-time tracking of customer interactions across all touchpoints, delivering a single customer view.
The missions themselves exemplify the gamification capabilities of the Eagle Eye platform. Customers engage in a series of objectives to earn cash rewards, driving both frequency and spend. These missions can be completed within a single transaction or over a specified period, amplifying customer engagement.
Complementing this, the scheme offers additional earning opportunities through 'Star Products' and 'Superstar Products'. Customers receive instant cash rewards upon purchasing select items, which can range from own-brand to branded products—leveraging supplier-funding to deepen partnerships and collect invaluable data insights.
Thanks to the Cloud-Based Basket Adjudication feature, rewards are seamlessly issued and redeemed in real-time through the integration with ASDA's in-store and eCommerce points-of-sale. Customers can conveniently track their Cashpot balance and mission progress through the dedicated app, ensuring transparency and accessibility.
To further enrich and gamify the programme, ASDA and Eagle Eye partnered with Odicci in 2023 to introduce 'Spin-to-Win' and 'Scan-to-Win' games. These promotions rewarded customers every time they spent £5 during live campaigns, boosting engagement in the programme and increasing average transaction value.
ASDA introduced the Christmas Moment Saver Pot in the same year, also powered by Eagle Eye. This allowed customers to transfer funds to a separate "locked" cashpot at an accelerated rate (E.g. moving £40 would earn an extra £5). These cashpots were then unlocked for customers in December, helping their funds go further during the expensive festive period, and driving huge increases in footfall and basket value to ASDA.
