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Tesco sets digital example for U.S. retailers


LONDON — U.S. retailers can look across the pond to Tesco for some digital inspiration. The retailer is launching a new tablet app that will allow shoppers to sign up for its Tesco Clubcard.

Tesco is looking to recruit more customers to sign up for the retailer’s loyalty card and join the 17 million who already have it.

The app, built by mobile marketing specialists Incentivated, is hosted on dedicated iPads located in specially created branded cases attached to the walls of stores.

Customers who join through the app see a thank you confirmation message on screen (backed up with an SMS receipt) to confirm that their details are being processed. Tesco also sends an email confirmation in the same way they do for consumers who register online.

Tesco Clubcard is currently promoting the text-in service for Clubcard on the register receipts of non-Clubcard members across its entire U.K. estate of more than 2,300 branded stores.

Incentivated is a specialist full-service mobile agency that develops mobile and m-commerce strategies, built websites, apps, campaigns and SMS and CRM solutions for blue chip businesses, brands and charities. Its clients include Airbus, British Airways, British Gas, Gatwick Airport, John Lewis, M&S, John Lewis, Waitrose Mitsubishi, Monsoon, nPower, Scottish Power and Tesco.

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