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Keeping Loyalty Strong: Communicating Tesco’s Clubcard Revamp
Project Type
CRM | Loyalty | Change Management | Communications Strategy
The Challenge
Tesco was preparing to make significant changes to its Clubcard programme, directly impacting up to 16 million active users. The challenge was to communicate these changes to colleagues and customers in a way that avoided backlash or negative PR, while maintaining trust and loyalty.
What I Did
- Strategic Scenario Planning: I assessed potential customer reactions, identifying which segments would be most affected by the changes and how to address their concerns.
- Tailored Communications Plan: I developed a phased strategy with precise timing, channels, and messaging to reach both internal and external stakeholders effectively.
- Reassuring Messaging: I crafted audience-specific messages that turned a potentially disruptive change into an opportunity to reinforce brand loyalty and trust.
The Results
Tesco successfully navigated the removal of the Boost programme with minimal backlash, thanks to the clear and thoughtful communications approach. Clubcard remains the UK’s leading loyalty programme, with over 19 million active members, continuing to be a cornerstone of Tesco’s market leadership.