Tesco's Marketing Strategy for Customer Loyalty

This presentation discusses Tesco's marketing strategy to increase customer loyalty and attract new ones through loyalty schemes, value for customers, and healthy eating initiatives. Tesco's club card scheme makes up 95% of its promotional sales, and the company focuses on keeping existing customers while attracting new ones. Tesco also uses incentives like offers, rewards, and gift cards to maintain customer loyalty. The presentation cites academic research on loyalty program dynamics and the effects of pride and happiness on loyalty programs.

Research topic

Speaker Notes: It will increase the highest loyalty among all supermarkets measured by the
percentage of customers more than half shopping with one retailer. Tesco increases the
loyalty and the cerate gap between the rivals.
Speaker notes: TESCO has put the club card scheme in its heart and increased its promotion
through TV. Radio, Newspaper. This club card makes up 95% of the TESCO Promotional
sale.

Speaker Notes: Tesco's strategy is unique they keep existing customers and attract new ones
and the company also deicide launch more value for its customer. Tesco wanted the
shopping experience to be a thriller for its customer.
Speaker notes: To make healthy eating facility by doing dialectic label on their brand
product. Some people active in the event Tesco sponsor their events. The store is a good
storing point of the product so that increase stores. Tesco develops regional offices to
encourage the supplier.

Tesco decides according to customer wishes and preferences and makes the product on time.
This product supply on time at the store. This will create happiness in customers they saw the
product that they wish for and on the time. Tesco's marketing strategy creates value for the
customer. The club card cerate relationship with the supplier. Tesco marketing work because
it creates insight with creativity and volume. Tesco creates this marketing strategy to develop
customer loyalty. This increased Tesco's profit and a sale also.
Speaker notes: There are some loyalty scheme which is very useful to Tesco like Offers,
rewards, gift card & so more incentives, like to maintain the old customers Tesco have
launched some scheme like the shopping of 7000 rs Tesco will give the vouchers of 500rs or
on regularly shopping 15000rs Tesco will offer 5000rs gift card & so many them.
These small – small schemes or efforts make a positive vibe in the customers towards Tesco.
This loyalty scheme has become very powerful & useful to Tesco. If Tesco applies these
loyalty schemes then Tesco will become the world’s largest retailer, because these things help
Tesco to maintain old customers & attract more & more customers towards Tesco. After
launching these schemes the sale of Tesco will on a high level even customers also helped
Tesco to become the largest retailer because Customers always do mouth to mouth publicity
of goods brands in front of others. To attract more customers Tesco has to adopt the latest
technology, which is very helpful because it attracts more & more customers, saves the time
of employees & helps to maintain the accuracy or perfection level in work. Tesco take help
from their customers about more & more recycling it reduces the production cost also &

reducing cost will attract more customers These are some points which help Tesco in an
increase of sales in stores or online.

Speaker notes: Kim, J.J., Steinhoff, L. and Palmatier, R.W., 2021. An emerging theory of
loyalty program dynamics. Journal of the Academy of Marketing Science, 49(1), pp.71-95.
Septianto, F., and et.al., 2019. The similar versus divergent effects of pride and happiness on
the effectiveness of loyalty programs. Journal of Business Research, 99, pp.12-22.