I always smile when people refer to Clubcard as an outstanding loyalty scheme. In reality, a ‘scheme’ by itself cannot create loyalty any more than a promotion or TV commercial can. It is the whole customer experience that counts.
Clubcard isn’t something that we added to our business to create loyal customers; instead it is one expression of what we do as a business. The philosophy of ‘Every little helps’ has made us successful, and continues to do so. It’s how we earn customer loyalty.
How does Clubcard help us deliver ‘Every little helps’? It lets us say ‘Thank you’, personally, for shopping with us. The quality of the insight it provides helps us make the shopping trip relevant. You could argue that even calling it a loyalty scheme ...
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