Tesco has launched a new customer website for its loyalty scheme Clubcard.
It has been created as part of an on-going development of its web presence in collaboration with global marketing and technology agency LBi.
Tesco and LBi said they have worked together to create a refreshed web presence which focuses on bringing to life all the aspects of being a Clubcard member, with a user experience which makes it easier for customers to understand the ways in which they can collect and spend their vouchers.
LBi said its blended team of strategy, creative, media, analytics, user experience and content experts developed a content strategy, a user experience strategy, an analytics approach and a set of creative guidelines for the site. The agency said it has worked with Tesco to create a flexible site which the brand can continue to develop in-house.
Katie McQuaid, Clubcard director at Tesco, said: “We think our customers will love the new website – as well as looking great and being easier to navigate, it really brings to life the benefits of being a Clubcard member. We’ve also introduced some exciting new features, and members can now post reviews of the experiences and days out they’ve enjoyed with their Clubcard Rewards. We hope this will encourage members to try something new and make the most of everything that Clubcard has to offer.”
Helen Fuchs, Creative Director at LBi, said: “Our main challenge was to introduce more emotion into the Clubcard digital experience and at the same time make sure customers can easily understand how to get the most out of the scheme.
“The new site encourages members to imagine how they might use their vouchers and to see their Clubcard as a tool that unlocks great experiences. We used photography to tell the stories of these experiences; from great days out to a child’s new uniform for the first day at school.
“We are confident we have created a strong foundation which will support the future ambitions of the scheme.”