Tesco has officially confirmed the £150m re-launch of its Clubcard loyalty scheme, first revealed by Marketing Week last month.
The UK’s largest supermarket chain says it will double the value of vouchers in certain product categories in a bid to attract a further one million customers. Categories include clothing, baby and toddler, cosmetics and Tesco Mobile network top-up.
Wine and Champagne and flowers, plants and gardening will be included in the promotion until the end of September.
The promotion will be launched with a new television ad campaign featuring ITV drama Cold Feet star Fay Ripley and ‘Full Monty’ filmstar Mark Addy as the new Tesco ‘Family’. The campaign has been made by The Red Brick Road.
The new characters will feature in a series of ads in the first Tesco campaign to feature a ‘family’ since Prunella Scales’ character ‘Dotty’ was retired in 2004.
The move is being seen by industry experts as a bid to arrest its recent slide in market share. Its UK grocery share fell to 30.6% in the 12 week to April 19 from 31.1% a year earlier, according to the latest Taylor Nelson Sofres data as rivals such as Sainsbury’s and Morrisons surged ahead.
Tesco’s led the way in loyalty cards with Clubcard, which has 15m members in the UK and is credited with taking the supermarket to the top of the market share tables since it launched in February 1995.
Rival schemes have since proliferated and its closest competitor, Nectar, which operates its loyalty scheme for Sainsbury’s and numerous other partners, recently signed Homebase as it latest major partner.
Marketing and commercial director Richard Brasher says the step reflects more cash-conscious consumer sentiment. “”Now with customers going to greater lengths to search out the best bargains it is even more important for Tesco to say thank you when they choose to shop with us,” he says.