Tesco Clubcard creates hype with "flash sales"
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Tesco has introduced Groupon-style limited time promotions as part of its Clubcard reward programme.
Clubcard members can exchange reward vouchers for up to three times face value, so that £5 in Clubcard vouchers could be worth up to £15 as part of a limited time deal.
Tesco’s “flash sales” are not daily, localised deals such as those offered by Groupon and do not require a specific number of people to buy them, but are promotions that run either until the product runs out or until the time ends.
The supermarket is working with multi-channel technology firm IVIS Group to offer “flash sales” that count down the time left for customers to take advantage of the offer or how many products left to claim.
Emma Lawrence-Jones, Clubcard marketing manager at Tesco says: “The count-down functionality adds an element of excitement and hype to our Rewards promotions for customers
“Customers can see stock levels counting down in real-time as the products are being sold. This helps creates a ’me too’ effect with others rushing to get their hands on the great deals.”
YouGov Insight:
Tesco
- While 45% of British adults attribute Tesco’s success to its cheap, varied food choices and ability to create jobs wherever it goes, 43% feel that it is ’too powerful’.
- Despite the view held by many that Tesco is ’unfair’ - by pricing smaller opposition out of the market - YouGov SixthSense research reveals that 60% of UK consumers still shop at local stores at least once a week.
- YouGov SixthSense records an equal appeal for Tesco among socio-demographic groups
- Usage penetration is strongest in the North (41%) and weakest in London (24%)
- Homebase trails with 21% of shoppers saying they have bought gardening equipment, plants or garden furniture there in the past 6 months.
Click here to read the YouGov Grocery Retail Market Report
