Tesco rebrands Clubcard Rewards and Exchange as Boost

Tesco is consolidating the number of Clubcard loyalty schemes by bringing Exchange and Rewards initiatives under one banner – Clubcard Boost – in a bid to make its voucher loyalty scheme “easier to understand” and to increase redemption.

Tesco Clubcard

Under Clubcard Boost, the former Exchange scheme – which allowed customers to swap £5 worth of Clubcard vouchers for £10 worth of vouchers in selected departments and certain times of the year – will be extended until the end of the year. It will also continue to include events at Christmas and summer and special offers will be available throughout the year.

The number of departments the scheme will be available in has reduced from eight during the last summer voucher Exchange to five: clothing; baby and toddler; cosmetics and fragrance; cook, dine and home; and opticians.

The five categories will remain fixed until 31 December, after which time Tesco will review customer feedback on whether they found the initiative useful.

The supermarket says Clubcard Boost will make it easier for customers to take part online because their vouchers will appear automatically at the checkout, rather than having to pre-select which departments they would like to exchange their vouchers for.

On the Rewards front, Clubcard customers can continue to exchange their Clubcard vouchers for up to four times the face value to spend on experiences, days out and meals from a choice of more than 800 partners.

Marketing Week asked whether having Rewards and Exchange as two separate brands was too confusing and whether too few vouchers were being redeemed under the previous operation.

A Tesco spokeswoman replied: “The objective behind it was to make it simpler for customers to understand and easier to use.”

The launch of Clubcard Boost on 29 July will be supported by direct mail – in which customers will also receive their vouchers – in-store marketing, social media and through Tesco-owned websites. To mark the launch, Boost customers will be able to exchange £2.50 worth of Clubcard vouchers for a cinema ticket with Cineworld or Odeon.

Customers will still be able to use their Clubcard vouchers to take money off their shopping at face value, as per the previous scheme.