Tesco’s clubcard as it currently runs is probably the best loyalty programme out there and if Tesco wants to remain that way it needs to ensure that it stays the leader in the field and not go backwards and lessen the offer as Sainsbury’s has. So what has it done?
The site says:
“In the coming months, we’ll be doing more to help you get the most out of the scheme, such as double points events to help grow your points balance faster and improving our Boost Partners offer, where you can already get up to four times the value of your vouchers. We’ll update you with more details on this soon.” And yet they also say customers want it all more simple so let’s hope that the doubling up of points events aren’t restricted to certain items leading to the confusion of prices that they say they are getting rid of!
The Telegraph article Tesco customers “gutted” as supermarket scraps popular double Clubcard points scheme has more.
Tesco appear to be warning customers that this is the last chance to get their points doubled for instore/online purchases. Whilst Tesco may want to reach more people and expand their partner offers there are certainly customers who like to use the boosts in store. Many of us like the boost on wine at Christmas(!) and yet wine isn’t in the last offer so we miss out on that for Christmas! Tesco need to do more about expanding numbers of partners and letting customers know about the offers that they do have For example, many are geared towards family offers or geographically heavy in the south east. Older people, single people etc. do not have quite the choice that families do. Many customers want the treats, holidays and meals etc. but many also want help with day to day living. So taking away the doubling up boost on groceries is a blow. Tesco will need to show that it can and will offer even better deals than doubling up in store by offering at least doubling up the value for things like utilities. Tesco keeps saying they are listening to customers so it should open up dialogue and ask people to email them with ideas of what companies they would like to see in the partner offers!
On first appearance it looks like Tesco are shifting the cost of store offers to partners and we don’t know who shoulders the brunt of those partnerships?! As price wars eventually come to an end, and they will have to do so at some point, supermarkets will need more than price to win and keep customers and loyalty will be become increasingly important to retain. Certainly I am sure people will welcome more choice and more offers but I for one will miss the in store opportunities to use points. How about you?