Objectives:

• Launch new loyalty program, Friends

• Provide customers completely personalized, hyper-relevant digital offers to increase individual basket size while shopping in-store

• Digitize Tesco's award-winning, genre-defining loyalty program for the US market

 

Solution:​

• EXPERIENCE: Launch loyalty program in-store and online, featuring huge celebrations in every store and one-off opportunities to win special experiences (e.g., meet Tesco's chef in their impressive test kitchen)

• INTERACT: Build big data-based CRM program, crafting EMS, mobile and desktop from scratch

• SAVE: Devise offer test program, leveraging different offer strategies for each target segment (e.g., $1 off $10, $3 off $30, free gift, etc.)

• TEST: Write and A/B test copy to determine effectiveness

 

Results:

• Saw 2+% uptick in sales based on email offers