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Hard up or splashing the cash? Now Tesco will decide Tuesday, 26th June 2012
Photo credit: Tesco plc
Tesco has announced it is “turning Clubcard digital” with a new set of changes to focus its offer on customers’ spending habits.
The supermarket giant will decide whether its customers are shopping for quality or price, and in turn tweak what it offers online to what it expects customers to find more appealing.
According to the Daily Mail, cash-conscious shoppers who visit Tesco’s new home page will be greeted with tins of baked beans and Tesco Value lines, while those who have made more upmarket purchases in the past will be offered products including smoked salmon and fine food.
In a speech published yesterday and cited by the Daily Mail, chief executive Philip Clarke said: ‘We are turning Clubcard digital. We’re now making changes to our UK website to highlight promotions that are relevant to the customer who is browsing the site.
‘Using Clubcard data, we would show, for example, offers of our everyday Value range to price sensitive customers, and offers of our Finest range to more upmarket customers.’
Tesco has already trialled the new strategy on its website by personalising certain items based on the wealth of shoppers.
Clarke said: ‘When a customer visited our website, we would use Clubcard data to tell us if the customer was more swayed by price or quality. We’d then display the type of mattress that best reflected that shopper’s characteristic. Sales grew by 10 per cent.’
The chief executive went on to emphasise how important personal service will be for Tesco and its customers in the future, adding that he wants customers to feel part of a ‘special group’, whereby staff can also surprise loyal customers with special offers. However the changes have already sparked concern that customers could be offended if they are grouped as a ‘Tesco Value’ shopper, or for those that like to mix their trolleys with price and quality-conscious products.