Case Study:
Tesco Clubcard Challenges

Liz Masters, Head of Clubcard Proposition, Tesco

My name is Liz Masters, and I'm Head of Clubcard Proposition for Tesco. My team and I look after all the benefits customers get when they use their Clubcard, which is Tesco's loyalty scheme. We optimize and develop new benefits for customers while also driving the overall loyalty strategy, and we do that by focusing on what customers want from us, how we can better reward them, and in turn, how that drives business performance.

In terms of how we selected Eagle Eye's personalized challenges solution, we were really after something that could personalize a customer's experience across their full basket of shopping, while also being granular enough to get into that product or brand level. We worked with our innovation team to identify a startup, Untie the Knot, which then became Eagle Eye, to figure out how they could support us with this challenge. What we really liked was the ready made solution: personalized and granular enough across the customer's basket, but also easy to use, gamified, and genuinely fun and engaging. The fact that it had already been a success globally gave us confidence that customers would like it and that it would drive the performance we needed.

We're really pleased with how it's performed across Tesco and for customers. We've run three scaled campaigns so far, reaching up to five million customers. What we've seen is that when customers visit their personalized microsite to view their challenges, nearly 80% go on to play. I think this really demonstrates that the personalization is working and that customers find it genuinely engaging.

For the wider Tesco proposition, aside from helping us demonstrate the value of Clubcard to customers, we're also able to work with our commercial team and supplier partners to curate the challenges customers see. So we can feature the categories, brands, or missions that matter to the business and to customers, and the personalization then takes over to make sure those products reach the right customers.

It's also benefited the wider Clubcard proposition. We intentionally use Clubcard points as the reward, so we've been able to put millions of pounds worth of points back into customers' pockets. That matters from a loyalty perspective because it drives ongoing engagement with the scheme: customers can use that value for money off their shopping, or get double the value with our 100+ reward partners.

It's also driven digital engagement. Customers use the Tesco app to access their personalized microsite, which helps build the habit of checking the app, important for the wider Clubcard and Tesco proposition. And we've been able to bring a bit of fun into that experience too, which we hope adds to the overall customer journey with Clubcard and Tesco.

Note: This interview was recorded following Tesco's third Clubcard Challenges campaign, reaching 5 million customers. Tesco has since run a fourth campaign, scaling to 10 million customers, as reflected in the results above.