Consumers are demanding personalised services from retailers. Credit: Maddie Red via Shutterstock.

British grocery giant Tesco has partnered with SaaS [software as a service] company Eagle Eye to enable personalised, real-time marketing within its Clubcard loyalty scheme.

Following a successful trial with a higher-than-anticipated participation rate, Tesco will roll out personalised challenges to more Clubcard members in the coming months, under the name Clubcard Challenges.

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Starting on 20 May 2024, Tesco customers can complete up to 10 challenges, with a total of £50 worth of Clubcard points up for grabs during six-week campaign.

EagleAI Personalised Challenges is a digital platform that allows retailers to personalise promotions, providing customised challenges to reward incremental behaviour.

In-built AI and deep machine learning facilitate hyper-personalisation through analytics, providing consumers with promotions more suited to them.

Tesco group membership and loyalty director Lizzie Reynolds commented: “We are constantly looking for ways to make Clubcard work harder for our customers. With Clubcard Prices on around 8,000 products, it is saving customers up to £360 off the annual cost of their groceries.

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“Personalisation is about using what we know about customers to make their experience better and our rewards more helpful, and we’re very excited to see how Tesco customers respond to Clubcard Challenges.”

GlobalData’s retail industry intelligence confirms that consumers are looking to retailers to provide not only a personalised service but also a tailor-made product to best appeal to them.

In early April 2024, Tesco launched a dedicated online page to promote and simplify access to British-grown and produced food for its customers.