Asda trials “pounds not points” loyalty app for staff

Supermarket giant Asda has expanded its partnership with New Look to ten stores, following a successful trial.
“Since the start of the trial, we have seen an encouraging initial sales reaction and have now extended the partnership to 10 stores.”
// Asda trials new loyalty app called Asda Rewards
// It will only be made available to staff in stores in the West Midlands and West Yorkshire

Asda is reportedly trialling a new loyalty app called Asda Rewards with staff at 16 of its stores.

The loyalty app will be focusing on giving them “pounds not points” rewards.

It will only be made available to staff in stores in the West Midlands and West Yorkshire, Retail Week reported.

READ MORE: Asda loses two senior executives

The app is part of the retailer’s test-and-learn strategy to understand how a loyalty scheme would work, before potentially being rolled out to customers.

Staff will be able to use the app to build cash rewards in a pot each time they buy a “star product” or complete “in-app missions”.

If a staff member bought five items of fruit or vegetables in their shop, 50p would be added to their pot.

Once the app is downloaded, customers can scan it at checkout to begin building cash rewards that can be redeemed as vouchers and spent in-store.

The app will also allow staff to browse personalised shopping missions and rewards that help build their cash pot.

Asda said it will use feedback from the trial to “develop the app and refine the proposition before deciding whether to extend the trial to customers”.

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