Tesco: The new power of loyalty

Tesco, a supermarket, launched a campaign in the UK to grow penetration of its Clubcard member base.

Summary

Penetration is king and loyalty is for the bin, right? What if actually loyalty could drive penetration? This is the story of how Tesco did exactly that, by selling more groceries, more mobile phones and helping launch a brand new banking product, the Clubcard Pay+ through its loyalty programme.

By rewarding our customers' loyalty, we increased Clubcard members by 4 million active users, and then used this base to drive growth of Tesco Mobile customers and Tesco Bank customers therefore creating a greater number of increasingly valuable customers for Tesco Group.

It's the story of how creative communications drove...

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