Tesco trials major Clubcard change to boost discounts – but there’s a catch

Some customers will soon benefit from special new Clubcard offers. Tesco has revealed it is beginning a trial which could massively change the way its Clubcard works for shoppers. The UK-based supermarket giant will begin giving certain customers personalised offers, with tailored prices on products they more regularly purchase. Called the “Your Clubcard Prices” programme, the trial will see shoppers sent new offers every Wednesday – on top of all their other deals. These multi-use discounts will be valid for seven days after they are received.

Tesco bosses have not made clear how many people will be able to participate in the trial, nor how long it will last. It also comes with a catch that will affect many shoppers: the discounts will not be eligible for use at Express locations. A Tesco spokesperson said: “We are constantly looking for ways to make Clubcard work harder for our customers. And with Clubcard Prices on thousands of products, it is already saving customers up to £385 on the annual cost of their groceries.

“We are currently offering Your Clubcard Prices to a trial group of our Clubcard members, giving them offers on products they regularly buy at Tesco, in addition to the thousands of Clubcard Prices available to all Clubcard members each week.”. The programme follows from a similar initiative from the supermarket last year, when they partnered with AI technology company Eagle Eye. Under that scheme, customers were invited to take part in the Clubcard Challenges campaign and given a chance to win £50 for taking part in personalised shopping challenges.

Last year, rival supermarket Morrisons launched a permanent personalised loyalty scheme called My Points Boosters. This allows its More Card holders to select up to ten popular brands from a personalised list of their favourite items. Both schemes follow from a scheme pioneered by supermarket Waitrose. Launched in 2015, the supermarket’s Pick Your Own Offers scheme became the first personalised loyalty offer on the market.

The news comes as UK grocery inflation slowed for the first time in six months in January. Retailer promotions are thought to be amongst the top reasons for the decline, as supermarkets work to attract budget-conscious shoppers. Market research from Kantar said just over a quarter of sales in the four weeks to 26 January had been items on promotion – the highest level in four years. Fraser McKevitt, the head of retail and consumer insight at Kantar, said: “Supermarkets were dishing out the discounts this new year, and consumers responded. Spending on promotions rose year on year by £274m.”.