Tesco and Asda ramp up vouchers
Tesco and Asda have launched a fresh round of discount voucher promotions in an early bid to drive preference and brand loyalty in the run up to Christmas, the key trading period of the year.
Both supermarkets are offering shoppers a £5 off voucher when they spend £40. Both highlight that the deals are available when customers ship online and by mobile, as well a the traditional in-store push.
Asda’s promotion also aims to encourage more shoppers to use its Price Guarantee website as customers must enter their receipt details into the site to claim the voucher. Asda is also offering a chance to win £100 gift voucher when shoppers register for the site.
Tesco and Asda are also running toy promotions with Tesco claiming its “biggest ever” toy sale offering £10 off online spends of more than £75.
Last year, Tesco CEO Philip Clarke admitted the supermarket’s performance over the Christmas period was hindered by its decision to pull back from vouchers and coupons at a time when its rivals increased activity.
Tesco has since increased its use of vouchers offering similar deals, despite Clarke admitting the high level of use is unhelpfully high.
Tesco’s print advertising campaign for the offer, is a departure from the supermarket’s usual creative, possibly signalling the style of future advertising. The supermarket is expected to unveil a fresh approach to advertising and branding imminently in the first major work by recently appointed agency W+K.
There is an ongoing debate within the sector about the long-term effect of vouchers on performance, with many viewing the tactics as short term fix but unsustainable in the long-term.
