Has there been a change since the launch of the scheme? Then the key measure over the years is the share of spend on the Clubcard, which indicates how well accepted the scheme is. We cannot know for certain the percentage of customers who have a card, because we do not know exactly how many customers we have. Spotlight: What is the role of dunnhumby in the Clubcard scheme and in what way is Tesco's data analysis different from that of competitors?
Clive Humby: Our role as data analysts is to make the data tell the story that Tesco needs to hear, i. Traditionally we could look at a promotion to see the sales uplift, but we would be unable to tell whether an uplift was the result of more people buying the same number of products, or the same people stocking up while the promotion ran, or new customers to the product category, completely new customers, or those switching from one brand to another. Understanding all of this is fundamental to working out which promotions work and then looking at other factors that we could build into the scheme, such as identifying brand-loyal people to see what can be done for them, or customers who like experimenting, others who focus on quality food, or those who have a tight budget, to see what can be done for all these categories of customers.
We can compare the Clubcard scheme to having a panel of ten million people whose buying habits we can analyse; as such it is invaluable to manufacturers. If, for example, a food manufacturer launches a new flavoured product, Clubcard data can show, for example, who buys the new product and whether they were already customers of the manufacturer's other products. The data also show repeat purchase rates, which indicate whether the new product can be considered a success.
And because purchasing data are collected in real time from such a huge number of customers, they give manufacturers an immediate and greater insight into their products and range performances than could be offered through traditional, initial market research.
To answer this question we use panels of customers who have consented to take part in market research. In recognition of the value of Clubcard data to product manufacturers and their different information requirements, we offer manufacturers and other interested organizations an independent commercial service that competes with traditional sources of market intelligence.
We have, for example, conducted some interesting data analysis into the immediate impact on sales of product advertising on breakfast television or local radio. This sort of information cannot be collected through market research. This arrangement means we are in effect data salesmen for Tesco and we also sell space in Tesco's media. This commercial arrangement helps subsidize the cost of the main process while aiding manufacturers to use Tesco media to best advantage and measure results.
Spotlight: How can Tesco determine the return on investment of its loyalty programme? Clive Humby: We know how much money we give back to Clubcard customers, how much it costs to run the programme and what behaviour we get from those customers. We can estimate what behaviour we get from non-Clubcard customers through market research.
Then we can look at the difference to work out whether customers with cards remain more loyal to Tesco and whether they redeem the offers we send them, and spend more when we give them money-off vouchers. We effectively come up with a series of conclusions which tell us what we can expect from the investment that Tesco makes in the programme.
While the general Clubcard is fine, for a young mother, for example, the baby club and targeted offers are far more engaging than a general communication from Tesco about everything in the store.
Tesco has a number of such clubs within the club focusing on such areas as wine, organic and healthy foods as well as baby products. They offer additional communications and are focused on a dedicated website. This widens the appeal of Tesco, making its service particularly relevant to that customer's stage of life and interests. So this is a fantastic point to engage with the customer and the retailer can make the engagement extremely relevant, supportive and focused through communicating baby-oriented information and special offers.
These clubs are part of the one big picture as Tesco simultaneously analyses data derived through the Clubcard and a customer's engagement with Tesco personal finance products. All this information enables Tesco to understand a customer's individual requirements and to respond to these with relevant offers. Spotlight: To what extent has the loyalty programme aided Tesco's growth i.
Clive Humby: The Clubcard has been the technical tool to enable Tesco to build up a considerable insight into customer shopping behaviour. This insight includes knowing when and where consumers shop, which tells us something about how an individual or a family lives, and this in turn helps in terms of determining a launch strategy for financial service products. Most of these products are sold through in-store promotions with Clubcard point offers. How it works. How to use Tesco Clubcard vouchers with Esso Whenever you visit an Esso branded service station with a Tesco Express shop, you can also use your Clubcard vouchers in the shop or on fuel.
Sign up for Clubcard. Frequently asked questions. You can collect Tesco Clubcard points when you purchase petrol or diesel at Esso branded service stations with a Tesco Express shop. Find your closest service station using the Clubcard points filter in our Esso Fuel Finder. Just remember to tap your Clubcard or scan your key fob when you pay at participating Esso branded service stations, including at the PayatPump terminals.
You can claim Clubcard points on the first litres of each fuel purchase. Can I use my Clubcard vouchers at Esso branded service stations? Yes, all Esso branded service stations that have a Tesco Express shop attached now accept Clubcard vouchers towards payment for fuel or shop purchases. Both paper vouchers and digital vouchers on the Tesco Clubcard app are accepted. Terms apply and certain shop products are excluded.
Why are Clubcard points only available at some Esso branded service stations? Who should I call if I have any other problems with my Tesco Clubcard? How long will I be able to enjoy Tesco Clubcard at Esso? No, those will remain in your Tesco Clubcard account and will be available for you to use as Clubcard vouchers, at Esso or another Reward Partner. Will I still be able to collect Clubcard points on my fuel at an Esso branded service station with a Tesco Express shop?
View all FAQs. Simply link your phone to your Clubcard and watch your points add up. Remember to link your phone to your Clubcard. Frequently asked questions. How do I get a Clubcard Partner voucher to save on my mobile bill? Simply log in or register your Clubcard account details on the Clubcard website or Clubcard app 2. Are Clubcard Partner vouchers the same as Clubcard vouchers? How much do I need to spend at Tesco to get a Clubcard Partner voucher? How do I use my Clubcard Partner voucher?
How long will my Clubcard Partner voucher last? Can I get a refund on my Clubcard Partner voucher or can I unredeem it? I get my Clubcard vouchers every quarter, how can I use my Clubcard vouchers to reduce my bill every month? You can either: Spread out your Clubcard vouchers that you get in your quarterly Clubcard statement and turn them into Clubcard Partner vouchers for Tesco Mobile when you want to pay your mobile bill Turn all your Clubcard vouchers that you get in your quarterly Clubcard statement into a Clubcard Partner voucher for Tesco Mobile in one go, apply them in My Account and they will stay there as a credit in your account.
This will then come off your future bill s You can also get Clubcard Faster Vouchers every month without waiting for your Clubcard quarterly statement. My Clubcard Partner voucher amount is more than my monthly bill, what happens to the rest?
Why are Faster Vouchers not always available? I have more than one Clubcard voucher, how many vouchers can I use at Tesco Mobile? Can I spend Clubcard Partner vouchers to reduce an overdue bill?
Yes you can. Can I use a Clubcard Partner voucher to get a phone for family and friends? My Clubcard Partner voucher amount is more than my initial payment pay upfront , what happens to the rest?
I used my Clubcard Partner vouchers towards my initial payment for my phone.
0コメント