Tesco's Clubcard has been named the favorite digital retail loyalty scheme in the UK (35%). The closest competitor, Sainsbury's Nectar program, received 17% of the votes. Asda Rewards, which was introduced last year, quickly rose to become one of the top three loyalty schemes with 12% of respondents selecting it as their favorite.
GLOAccording to recent research by Future Platforms, Tesco’s Clubcard has been named the favorite digital retail loyalty scheme in the UK. The study found that 35% of respondents chose Tesco’s Clubcard as their top pick, surpassing its closest competitor, Sainsbury’s Nectar program, which received 17% of the votes. Asda Rewards, which was introduced last year, quickly rose to become one of the top three loyalty schemes with 12% of respondents selecting it as their favorite.
The success of Tesco’s Clubcard can be attributed to the increasing number of consumers turning to loyalty schemes to save money amid rising food prices during the ongoing cost-of-living crisis. The study also highlighted the significant influence of digital schemes on consumer behavior and purchasing decisions.
The introduction of Clubcard member-only prices by Tesco, followed by Sainsbury’s and Co-op, had a game-changing effect. Three-quarters of respondents expressed a positive attitude toward member-only pricing. In fact, 64% of participants joined a retail scheme specifically to benefit from member-only prices, while 77% indicated that they were motivated to change their shopping habits in exchange for benefits like free items or discounts.
Future Platforms Managing Director, Remy Brooks, stated that loyalty programs can effectively influence consumer behavior, with over 60% of respondents admitting to trying something new due to loyalty program incentives. The study also revealed other popular loyalty schemes, with Boots ranking fourth, and Amazon Prime taking fifth place. The remaining spots in the top ten were secured by Lidl, Costa, Marks & Spencer, Co-op, and Morrisons.
Product Manager Katherine Robinson Hodges emphasized that successful digital loyalty programs should focus on getting the basics right. The study identified key characteristics of successful loyalty programs and highlighted how newer players like Asda are challenging more established competitors by implementing effective strategies.
