Every Little Clubcard Helps

Tesco’s clubcard is a marketing industry in itself generating database management, direct mail and analytic activity. As a marketing tool it drives sales by rewarding loyal customers, converts customers to new products via the mailing offers and keeps the Tesco brand in front of all the regular shoppers.

The intellectual property resides in many areas particularly the IT and systems that drive value from the massive database of all your purchase transactions.

The card has created its own brand and loyalty with over 75% of all Tesco sales made with a card. Tesco do not even need to bother with a strap line or slogan even though I have suggested one for them in this post title.