Clubcard Prices are part of Tesco’s new strategy By Kevin Peachey Cost of living correspondent Supermarket shoppers have long been on the lookout for yellow stickers placed on cut-price products at the end of the aisle that are approaching their best-before date. Now the use of the big yellow label has extended to other in-store discounts – specifically lower prices targeted directly at loyalty card holders. The colour is carefully chosen. It is supposedly warm and welcoming. And these deals, exclusive to loyalty card holders, mark a change in tactics by retailers. Gone are the days when the Clubcard or Nectar card was used to build up points to redeem for a treat. Now they offer financially-stretched customers lower prices in the hope they do not shop elsewhere. In return, cardholders give these businesses a deep insight into their spending preferences, and an opportunity to boost their profits. Retailers are also exploring the potential of loyalty programmes to reward sustainability, and meet their eco targets. Loyalty schemes have been around for decades Loyalty points are nothing new. In the 1960s and 1970s, Green Shield Stamps were popular. Shoppers filled books of stamps to exchange for gifts. Complete eight books […]
Loyalty cards: How a big yellow label influences what we buy
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