Tesco has revealed plans to launch a loyalty card scheme in its Fresh & Easy stores in the US.
The retailer said today (18 July) that it plans to build on the “success” of its Clubcard loyalty scheme with the US initiative, which will extend its “Friends of Fresh & Easy” email programme.
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The company’s Clubcard scheme has more than 30m card holders in 12 countries and was developed in partnership with retail analysis subsidiary Dunnhumby.
The US scheme will be supported through Dunnhumby’s Tesco team in the UK as its US division, which was set up in 2003, works with Fresh & Easy rival Kroger.
Tesco’s US initiative will be launched on a trial basis in seven stores in the Bakersfield area this autumn. Customers will be able to earn one point for every dollar spent with Fresh & Easy, which they can then exchange for cash-back rewards. Loyalty card members will receive personalised bi-weekly emails with updates on points earned and targeted bonus point coupons.
Friends of Fresh & Easy was launched as an email marketing programme in 2008, giving customers news and information about the company and its products as well as special coupons and offers. It has 360,000 members.
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By GlobalData“We wanted to create a program that was designed to thank our customers for being our friends,” said Fresh & Easy CEO Tim Mason. “The programme will be digital so points can be online and communication to customers can be sent via email. This model for Clubcard will work well for our US customers and is a great fit for our Fresh & Easy business.”
