Tesco use Clubcard data for personalised emails

UK retail giant Tesco is to start using its Clubcard data to broadcast personalised emails. For many years they have been sending Clubcard members personalised coupons by direct mail but this is the first time they have sent personalised emails.

The coupons by post are sent out quarterly as part of a massive logistical operation. By using email, they have the potential to send coupons more frequently. The huge savings in paper, distribution & postage will also be appreciated by Tesco.

Tesco's loyalty card scheme has consistently provided an excellent marketing return on investment and importantly provides Tesco with great insight to improve its customer offer on a store by store basis.

Important lessons for companies big or small

• are you collecting customer data?
• how could you use this data to improve your understanding of their requirements?
• could you develop personalised offers relevant for each individual?
• do you have an advanced email system to broadcast personalised and dynamic emails?
• is there an adquate reporting process in place to highlight what's working and what isn't?

It is perfectly possible and affordable for a small or mid sized company to replicate a simplified version of the Tesco Clubcard loyalty scheme to grow customer lifetime value.

If you need help to do this then contact a web marketing expert.



Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.