Tesco believes in giving little helps to serve its shoppers. Clubcard, the nation’s largest and favourite loyalty program used by a whopping 16 million people is an important manifestation of that little help.

Enter a global pandemic with shopping behaviours changing and people reducing the number of supermarkets they shopped with, in order to be safe.

Value, the primary driver of where a customer chooses to shop, was more important than ever. With shoppers increasingly likely to choose the one supermarket they believed offered them the best value. Furthermore, they were looking for that value to be convenient and immediately available.

Tesco couldn’t presume it would be that one supermarket that shoppers would choose, so needed to respond. And as they say, crisis breeds innovation .

Tesco’s unique response cleverly framed Clubcard, as the gateway to the best value at Tesco. It did this by further harnessing the strength of Clubcard, positioning it as the way-into everyday value, with easy, accessible, instant rewards for being loyal to Tesco.

This approach deepened customers’ existing relationship with...