Tesco Clubcard

The move follows a pilot scheme in Sheffield last year, which allowed Clubcard holders to purchase £15 of LivingSocial “Deal Pounds” for £7.50.

Peter Briffett, LivingSocial UK and Ireland managing director, told Marketing Week the company hopes the initiative will help the site reach consumers who have never tried its service, while also enhancing its existing customers’ experience with the site.

Marketing activity around the partnership will span three stages: “education, engagement and reward”, Briffett adds.

In the initial stages of the programme, marketing efforts will centre on familiarising LivingSocial’s existing members with the initiative via email and the LivingSocial site, coupled with online advertising and a strong presence on the Tesco website.

Later, LivingSocial will roll out a social media campaign designed to highlight how points can be earned while having fun on various experiences purchased from the site.

This activity will also be integrated into email marketing and post-purchase interactions, including incentive-driven campaigns looking to inspire repeat spend by offering additional rewards.

Briffett says joining forces with Tesco Clubcard, which about 16 million members, is a “partnership made in heaven”.

He adds: ” LivingSocial is proud to be the only player in the social commerce space to provide its members with access to Tesco Clubcard points through their purchases on the site, enhancing our customer experience and helping them gain additional benefits whist having great fun through our experiences and activities.”

Last year rival loyalty scheme Nectar closed its own-branded daily deals platform just nine months after launch after the supplier discontinued deal sourcing services in the UK.

LivingSocial is the fifth largest daily deals and coupon site in the UK by market share behind the likes of Groupon, Wowcher and HotUKDeals.com, according to comScore January data.

Earlier this week LivingSocial partnered with VeriFone media to launch its first taxi campaign, with adverts for four city-wide deals appearing on digital screens inside 3,000 London black cabs. The activity aims to increase brand awareness and includes an exclusive 10 per cent off promotion as its call to action.

It follows other outdoor initiatives at London stations and bus stops earlier this year.

Living Social VeriFone Taxi
LivingSocial and VeriFone’s live London taxi campaign