Tesco signs up Unilever to trial of mobile-based Clubcard scheme

 In retail

No sooner had I blogged about Microsoft’s view of 2019 with a great short video on mobile meets retail,  I read in this week’s edition of New Media Age that Tesco (the UK’s largest retailer) has signed up Unilever to a trial of a mobile-based Clubcard scheme.

Article from NMA by Alex Farber below:

Tesco Mobile has signed Unilever as the first brand to take part in a trial to integrate its Clubcard scheme with mobile services.

The trial will see Tesco’s 7m Clubcard members offered up to 200 points by registering for products on the Tesco Mobile portal and then purchasing them in-store.

Members can earn bonus Clubcard points from brands such as Ben & Jerry’s, Comfort, Flora, Hellman’s Mayonnaise, PG Tips and Vaseline. They must click on a product’s mobile page before their number to qualify for the extra points.

The trial, open to Tesco Mobile and O2 customers and supported by advertising across the O2 portal, will run until May when Tesco will review the service as a permanent fixture.

A Tesco spokeswoman said it was being closely assessed. “It’s one of a number of mobile services we’re investigating,” she said. “We’ll only roll it out if it’s right for customers.”

The Tesco Mobile portal is managed by platform provider Infomedia Services with sales handled by 4th Screen Advertising. Tesco began a hunt for a partner for the service last summer (nma 19 June 2008).

On the microsoft video post Adam Cohen-Rose also pointed me to a Tesco blog from Nick Lansley about using dual mode GSM/WiFi phones in store to get latest offers via WiFi.

The thing I think Nick misses in his post is that configuring WiFi access points in any handset is not for the faint hearted.  I cringed slightly when Nick said in the post

OK so the devil is in the detail. But it’s not a big devil. Let’s think of the customer experience here:

….and then he listed FIVE steps consumers had to take to get the offers.  NO!  Why not let consumers access these “special offers” via their standard mobile internet connection BEFORE they get to the store – and enjoy the full utility of the mobile in their journey and experience on the way to the Tesco store.  It’s got to be something my mum could do or your standard Tesco shopper won’t even bother.

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Based in London, Practical Futurist and former Global Managing Partner at IBM, Andrew Grill is a popular and sought-after presenter and commentator on issues around digital disruption, workplace of the future and new technologies such as blockchain. Andrew is a multiple TEDx and International Keynote Speaker.