Free Marketing Dissertations - For A Retailer Like Tesco The Customers Can Be Anyone From A Ten Year Old Boy
For a retailer like Tesco the customers can be anyone from a ten year old boy to an 80 years old woman. Thus the loyalty program needs to have elements that can appeal to people of all age groups. Tesco has tried to do this with the Clubcard by offering something for every member of a family. They have introduced different clubs such as Tesco Kids Club, Tesco Baby and Toddler Club, Tesco Healthy living Club, World of Wine Club etc. Membership to these clubs is free to all Clubcard holders and customers can register for the membership online.
The Tesco Kids Club: This has been designed keeping in mind the needs of children in age group of five to eight years. Concerns can be raised that, is this not marketing to children and therefore unethical. However Tesco maintains that it will not advertise prices to children and also assures that all material produced by it is approved by members of its parents panel. The club is for kids but it is actually up to the parents to become members and get information and gifts for their children. Tesco offers the members a quarterly Disney Clubzone Magazine for kids, a Parents Pack that contains information on issues such as healthy eating habits for kids and children safety, and price-off coupons that can be used for buying food, toys and clothes for kids. Tesco thus by using the Kids Club has probably been able to establish credibility and soft corner in the heart of parents by providing free information on issues such as safety and health tips for children. Thus parents are more likely to prefer Tesco stores for doing shopping for their children.
Tesco Baby and Toddler Club: This is for people who have become parents recently or women who are pregnant. The members get free magazines offering advice from experts on childcare issues and safety tips for pregnancy period. They also get entries into free prize draws and also permit to be able to park their cars nearer to the store. By using this club Tesco has tried to appeal to the people who if addressed properly can very well turn out to be its customers for many years. These are the customers who are about to start or have just started a family. By showing concern for them and providing extra benefits to them like closer parking facility near the store Tesco has tried to build strong bonds with these customers. These customers therefore will be more likely to shop at Tesco in the future as well.
Tesco Healthy Living Club: Members get a free 40 Steps to a Healthier Life booklet and also regular magazines offering useful tips on diet, exercise and health issues. They also get price-off coupons on food products such as dairy items and organic foods. Tesco is using this club as a tool to establish its credibility as a health conscious retailer and also for promoting its range of Healthy Living and Organic Foods.
Dissertations - Free Marketing Dissertations
