Tesco Tesco Club Card Brand Summary As Tesco are one of the U.K's largest retailers it has meant and lead to them providing and supporting Website: Tesco.com Founded: 1919 their loyal customers through a loyalty program which allows their customers to earn points on HQ: Welwyn Garden, U.K Industry: Retail purchases which included groceries, petrol and online purchases. The Tesco club card discounts Size: 10000+ Company: Private and offers apply towards partners in the scheme such as Disney+, Alton towers or Fitbit. Customers Revenue: 40-50 billion+ are able to donate their club card points to select charities partnered with Tesco. Parent Company: Yum! Brands Loyalty Scheme Aim - Reduce weekly grocery and petrol costs through loyalty points gained through Tesco purchases which sits with their brand aim to serve customers, communities and the planet a little better. Mission - 'We make what matters better, together.' Tescos mission statement acknowledges every aspect of the business and customers as part of the business & process (Tesco Mission & Vision Analysis, 2022). Value - Tesco have launched initiatives designed to compete on low prices with grocers such as Aldi, as they aim to “leverage the strength” of its Finest range, as part of a renewed focus on premium products. According to CEO Ken Murphy, the strategic shift has come as a result of elevated demand for products in the Finest range at certain times of the week. - Offering low cost for the finest items seen in their 2020 Aldi price match campaign (Jefferson, 2021). Benefits - Customers collect 1 point for every £1 spent in-store and online. On fuel, it's 1 point for every £2 spent. Points are converted into vouchers to help save on other purchases, e.g. 150 points gets you a £1.50 voucher. Competitor - Tesco are a replacement competitor to McDonalds, as customers while considering a QSR meal may consider to buy value groceries due to budget constraints or seeing more value in long term grocery shopping than a near instant meal through QSR's. Communication Channels - Mobile, Web, Social Media & Email Tesco have been continuously evolving their consumer base through their Tesco club card loyalty scheme since 1995 and revamped with contactless features in 2017. They have further implemented the use of social media to engage the more tech savvy audiences, through platforms such as instagram and utilising celebrity chefs such as Jamie Oliver to promote their finer products. Platforms - Apple & Android Consumer Experience, Innovation & Limitations - Tesco's app integrates their club card into the same platform making it easier to track online customer spending behaviours to better target and predict customer spending to promote and push the right content to each customer. Tesco have pushed a form of self service where by customers re able to scan and process their own shopping without the need of a cashier, improving the flow of the CX while shopping. Further improvements from Tesco could see a digital ecosystem with links all their digital platforms from social media, app to television. Through which customers can easily transition between the platforms to access the immediate offers and comms. 2022 MMR Competitor Analysis 16
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