Asda partners with Joe Wicks as it focuses loyalty efforts on families
Asda’s chief customer officer David Hills on why Joe Wicks and a “massive” cash incentive for schools could be a potent mix to draw families to the supermarket.
Asda hopes by expanding its loyalty scheme to reward primary schools it will create a “unique” difference that will encourage families to shop with the supermarket more.
Its new Cashpot for Schools initiative launches today (2 Sept) and sees 0.5% of a customer’s total basket spend being donated to their primary school of choice – which works in addition to its existing Asda Rewards scheme used by over 6 million customers. More than 22,000 primary schools are eligible to be involved with the scheme which runs until 30 November 2024.
Asda’s chief customer officer David Hills tells Marketing Week the initiative could raise something in the region of £500 per school and £7.5m in total. He hopes the scheme will set Asda apart in a competitive loyalty field where every major supermarket offers rewards and discounts in some form.
