Fresh & Easy, the US arm of the grocery giant Tesco, will be introducing a loyalty card scheme, it was confirmed today.
This will grow on the Friends of Fresh & Easy email scheme which was introduced in December 2008 to offer regular customers news, coupons and promotions, and now has more than 360,000 subscribers.
A trial of the new system, which will offer cardholders points for purchases which can later be redeemed for other products, will be conducted at seven stores in the Bakersfield area of California this autumn.
Tesco’s Clubcard scheme, which this new initiative is based upon, currently has more than 30 million card holders in 12 different countries.
CEO of Fresh & Easy Tim Mason commented: “We wanted to create a programme that was designed to thank our customers for being our friends.”
“The programme will be digital so points can be online and communication to customers can be sent via email. This model for Clubcard will work well for our US customers and is a great fit for our Fresh & Easy business.”
Tesco believes that it has an advantage over other loyalty schemes currently operating in the US because those opting out of the initiative will not receive higher prices in store.
It was confirmed in May that the retailer’s bonus scheme was being reorganised to cut down the remuneration payments received by some of its leading executives, including Mason.
Shareholders made clear their anger at the £7 million bonus received by Mason last year despite Fresh & Easy still not making a profit.