Tesco has hinted at more changes to its Clubcard loyalty scheme as it looks to build on work it has done to improve consumer perceptions of the brand through a focus on loyalty, as well as its own-brand offering and marketing.

CEO Dave Lewis said the relaunch of Clubcard last year with contactless technology had “reinvigorated engagement” and given the company “more capability going forward”. In particular, he highlighted synergies between Clubcard and Pay+, Tesco’s mobile payments app, which now has more than 500,000 users across the Tesco business.

“Clubcard has always been a big part of Tesco. It’s fair to say we hadn’t invested as much in that in the right ways historically. We’ve gone through a process which is taking it away from just being a promotional tool and getting back to being a reward for loyalty,” he tells Marketing Week, speaking at a press conference this morning (11 April).

“A very important part of enabling the plans was ‘re-carding’ and getting contactless so the utility becomes a little bit more modern. And then there is an awful lot of things we can do – if you take Clubcard and put it together with Pay+ you have the only loyalty and payment device in the marketplace. There is an awful lot we can do. I won’t tell you what but you should expect more.”

Lewis sees Clubcard as key to rebuilding Tesco’s brand health, which sank following the accounting scandal that hit the brand just weeks after he joined. Since then, Tesco has seen consumer perceptions of the brand triple across a number of metrics.

In particular, Tesco highlights a 15-point increase in its NPS score to 53.7 and growth in its quality perception, which was up by 12.2 points between January 2014 and February 2018, and value perception, which tripled to 18.8, according to YouGov BrandIndex.

Sourced through Scoop.it from: www.marketingweek.com