Tesco Clubcard has been named the UK’s favourite digital retail loyalty scheme as it “gets the basics right” for shoppers amid the ongoing cost-of-living crisis.
New research from digital product agency Future Platforms revealed that over a third of respondents (35%) named Tesco’s Clubcard loyalty programme as their top pick, putting it streets ahead of its closest rival, Sainsbury’s Nectar programme (17%).
The Digital Loyalty Index study also revealed that Asda Rewards, which rolled out across in August last year, has quickly become one of the nation’s top three loyalty schemes, with 12% of respondents choosing it as their favourite.
Tesco’s Clubcard success comes on the back of news that more consumers are turning to loyalty schemes as they look for the most effective ways to save money as food prices continue to rise amid the ongoing cost-of-living crisis.
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In addition to delving into the UK’s shopping habits, The Digital Loyalty Index study also highlights the significant influence of digital schemes on consumer behaviour and purchasing decisions.
Following Tesco’s game-changing move into Clubcard member-only prices – which has since been mirrored by both Sainsbury’s and Co-op – the study revealed that three-quarters of people feel “positive” or “very positive” about member-only pricing.
Almost two-thirds (64%) of respondents said they joined a retail scheme to benefit from member-only pricing, while 77% said they are motivated to change their shopping behaviour in return for benefits such as free items or money off.
“Our research supports the theory that loyalty programmes can be used as a key way to change consumer behaviour,” said Future Platforms MD Remy Brooks.
“Over 60% of respondents admitted to trying something new because of loyalty programme incentives, demonstrating the significant impact these schemes can have.”
While grocery brands dominate the list of popular schemes, Boots has taken the number four slot, while Amazon’s Prime offering sits at number five. Lidl, Costa, Marks & Spencer, Co-op and Morrisons complete the list.
“Our study identifies a number of key characteristics of a successful digital loyalty programme, and also shows how some of the newer players such as Asda are already getting it right and challenging their more established competitors,” said product manager Katherine Robinson Hodges.
“Brands who want to create a successful loyalty scheme need to get the basics right.”
2 Comments. Leave new
Sadly l do not like the Tesco card rewards as much as Sainsburys nectar, with nectar you get the point saved up to use in Argos and can save up large amounts to buy something substantial. Where as get a voucher which in my case quite often gets forgotten about and. It used so a lose for me. Nectar app much easier to use and see rewards quick and easy
Tesco App Much Easier to Use & See the Rewards Quick & Easy.