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Using Tesco Clubcard Statement to Affect Shopper Behaviour

Provided by dunnhumby Ltd
Using dunnhumby's unique customer insight; target customers using Tesco Clubcard Statement to affect customer behaviour.

Tell us about the Opportunity / What is it?

Clubcard Statement is a 'Thank You' mailing, sent out every quarter to Clubcard members who have shopped in the last 3 months in Tesco. Mailed to 50% of UK households (approx 13.5m), each Statement is personalised depending on shopping behaviour, brand repertoire and purchasing habits. In the current economic climate where marketing budgets are being cut and relevant customer targeting is vital to maxmise those budgets, Statement can help drive loyalty into your brand with precise customer targeting.

What is the Marketing Objective?

Clubcard Statement can be used for various Marketing Objectives, however the following are just some of the most common: trade-up pack size, trade-up to a premium variant, reward customer loyalty, increase frequency and weight of purchase, increase share of spend, drive repeat purchase and reactivate lapsed customers. Clubcard Statement is often a trade-driving mechanic to help push specific SKUs. However Statement can also be used to target customers who do not normally buy into the product and bring it front of mind and aid trial with a relevant offer.

How does it work?

There are at least 8m unique coupon combinations in each Statement mailing campaign; ensuring very precise targeting for brands. There are 6x coupon slots per statement; 3x 'we know what you like' and 3x 'we think you'll like this' using the unique Clubcard data from dunnhumby's database. Understanding how customers are reacting to changes in their overall spend based on prices, competitor promotions and brand loyalty, Statement can deliver exceptional results by targeting customers with relevant offers based on their actual shopping behaviour.

Who's used it in the past?

A large proportion of FMCG companies use Clubcard Statement to help drive loyalty into their brands, increase repeat purchase and encourage trial of those buying into competitor products. Just some of the advertisers that have used Clubcard Statement include: P&G, Unilever, Nestle, Kellogg's, Kraft Foods, Premier Foods, Cadbury, Northern Foods and Colgate. 90% of Tesco reward vouchers are redeemed, and on average 12% of all coupons sent by advertisers are redeemed by customers, highlighting their relevance.

Features / Benefits

Coupon use is rising, and redemption levels on Clubcard Statement are some of the highest ever seen. With the increased importance of better return on investment, relevant targeting and personalised messaging, Clubcard Statement can do all of these and more. With an average redemption rate of 12% on supplier coupons it is one of the most effective methods of communicating relevant offers to customers at a time when they are looking for better deals and offers. With over 90% open rate, Clubcard Statement is one of the most successful pieces of targeted DM mail in the market.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsMailed to 50% of UK households (approx 13.5m)
25 - 34
35 - 44
LocationTimingsMarketing ObjectiveOpportunity Type
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