Full details of the relaunch of the UK-based Tesco Clubcard loyalty programme have been announced, including 150 million worth of investment that is expected to entice at least one million more customers to join the programme.
The relaunch features a new television advert that introduces the changes that are being made to the Clubcard loyalty scheme, which launched almost 15 years ago.
From today, Tesco Clubcard holders are able to double the value of their vouchers against a wide range of popular products in Tesco stores and online. Until now customers could spend their Clubcard vouchers at face value in-store and online, or increase the value by up to four times by trading them for a range of deals with Tesco Clubcard partners (ranging from restaurants and theme parks to Air Miles and driving lessons).
But now, for the first time, they can also receive double the value in Tesco stores and online when they buy a range of products including clothing, baby goods, wine and Tesco mobile phone airtime.
The news comes as 15 million customers (representing about 1 out of every 2 UK households) receive their latest Clubcard statement. In May 2009 alone Tesco says it is giving back £105 million to its loyal customers through the programme.
According to Tesco, the relaunch is expected to help customers save a great deal of money on their shopping bills and allow families who are watching their budgets to continue to treat themselves and their children without worrying so much about the cost.
New in-store features include Clubcard desks where customers can instantly exchange their vouchers for double the value in participating categories.
Categories participating in the 'double up' promotion are:
- Clothing - including footwear, nightwear, underwear, accessories, and jewellery purchased in-store;
- Baby and toddler - including nappies, wipes, clothing, nursery, feeding accessories, toys, food and baby toiletries, but excluding infant formula milk;
- Toys - including all children's toys, outdoor toys and children's bikes, but excluding games consoles and software;
- Cosmetics, skincare and fragrance - including skincare, sun cream, bath care, make-up and fragrances, but excluding all other toiletries;
- Tesco Mobile network top ups - excluding other network top-ups;
- Tesco instant travel and breakdown insurance;
- Wine and Champagne - including wine, Champagne, and fortified wines (for a limited period only);
- Flowers, plants and gardening - including fresh cut flowers, plants, gardening accessories, garden furniture and barbecue equipment.
The new double-up vouchers must be spent in full in a single transaction in the chosen department, and they can't be exchanged in Tesco Express stores. Vouchers exchanged online are sent by post within five working days.
According to Tesco's marketing and commercial director, Richard Brasher, "With customers going to greater lengths to find the best bargains it is even more important for us to say thank you when they choose to shop with us. So we want to say an even bigger thank you by allowing customers to double the value of the vouchers we send them."
Clubcard was launched on 13th February 1995, and members earn 1 point for every £1 they spend with Tesco (excluding products such as tobacco, lottery and infant formula). Vouchers are then mailed to members every 3 months, along with other relevant coupons and special offers. The company claims to return over £400 million to customers in the form of Clubcard vouchers every year, with some 9 million variations of the Clubcard statement and vouchers being sent out each quarter.