Tesco's recent announcement that it intends to relaunch and further invest in its Clubcard confirms its position as the number-1 company that gets data is the future.
The card has always been more than just simply about loyalty (Nectar are you paying attention?). The points / vouchers are positioned as a "Thank You" rather than as a reward for custom. Most importantly it's core purpose is to remove the anonymity of transactions by collecting customer data. (You can read more about the Clubcard story in this book).
The latest manifestation of its data driven strategy is the announcement that they will be opening as a bank offering current accounts from 30-branches. (previously they sold only secondary financial products).
Whilst the Big Banks may not yet be quaking in their boots, with Tesco's ability to disproportionately amplify its proposition compounded with post credit crunch consumer sentiment and their ability to execute, the Old-Guard should be very concerned.
They "walk-the-walk" whilst other brands just talk, talk, talk.
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