Tesco baby club

Rachel Stelling

Tesco Baby Club was conceived to establish the Tesco Clubcard brand (launched in 1995). Young families were found to have the highest expenditure of all Clubcard groups.
Agency:Author: Rachel Stelling

Tesco Baby Club

INTRODUCTION

Tesco and EHS launched Clubcard in February 1995. The strength of the impact on sales and market share was a clear indication that competitors would be quick to follow. With this in mind EHS set about identifying the route forward for Clubcard to ensure it capitalised on its early success and remained ahead of the competition.

Clubcard's real strength lies in its potential to harness relationships between customers and the store. Tesco and EHS are constantly striving to exploit this potential, demonstrating the spectrum of Tesco brand attributes in a tangible...

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