Tesco chief executive Philip Clarke has revealed plans of an online marketing strategy that it hopes will improve the use of personalised Clubcard data.
Speaking at the Global Summit of the Consumer Goods Forum 2012 in Istanbul on Friday (22 June), Clarke told attendees Clubcard remains a "critical building block" in the retailer's plans.
"Clubcard gives us data. Data about food is more insightful than any other kind of data: you are what you eat," he said. Changes would be made to the Tesco.com website to enable value offers to be flashed up to its most price-sensitive customers, while Finest products would be the centre of personalised messages to more "upmarket" Clubcard holders.
"We're turning Clubcard digital, correlating the data we have about what food people buy with sources of data - social networking data, mobile phone data, payment methods - so we can get to know our customers better still, and use that understanding to deliver an even more personalised offer."
The move is the latest phase in Tesco's plan to expand the use of Clubcard. Last month, the retailer said it would look to build on its Clubcard loyalty scheme in the UK with the launch of a programme named 'Love Loyals' to include more rewards and last-minute deals.
Tesco is not the only retailer to ramp up its use of couponing and vouchering. As economic confidence among consumers remains relatively low in the UK, retailers are increasingly using vouchers and couponing as a way of capturing a greater share in the competitive retail market.
Earlier this month, Morrisons announced it is to trial a voucher scheme in a handful of stores in the north-east of England.
