Tesco revamps Clubcard website to focus on rewards
Tesco has relaunched its Clubcard website today, putting more focus on rewards and content experiences for loyalty scheme members.
The new site has been designed to “bring to life” loyalty incentives for Clubcard customers while ensuring visitors can more easily understand how they can collect and spend their vouchers.
The supermarket worked with global marketing and technology agency LBi on the revamp, which has been designed with more flexibility so that Tesco can continue to develop the site in-house.
Katie McQuaid, Tesco Clubcard director, said the new site is easier to navigate and focuses on emphasising the benefits of being a Clubcard member.
“We’ve also introduced some exciting new features, and members can now post reviews of the experiences and days out they’ve enjoyed with their Clubcard Rewards. We hope this will encourage members to try something new and make the most of everything that Clubcard has to offer,” she said.
Helen Fuchs, creative director at LBi said the biggest challenge was finding a way to “introduce more emotion” to the Clubcard digital experience while ensuring customers can better understand how to get the most out of the scheme.
“The new site encourages members to imagine how they might use their vouchers and to see their Clubcard as a tool that unlocks great experiences. We used photography to tell the stories of these experiences; from great days out to a child's new uniform for the first day at school.
"We are confident we have created a strong foundation which will support the future ambitions of the scheme," she said.
The move follows one of Tesco's biggest Clubcard initiatives to date - the launch of a TV service exclusively for loyalty scheme members, powered by its movies and TV entertainment arm Blinkbox.
Content for the service includes movies and TV shows from BBC Worldwide following a tie-up with the commercial arm of the BBC revealed last month.