Tesco Clubcard

RedEye delivers critical insights across all touchpoints in four international markets

Tesco clubcard in hand

The Challenge

To inform a UX strategy for Clubcard’s digital presence, Tesco wanted to understand how customers interact with Clubcard and other loyalty cards across all touchpoints and channels in 4 key markets – the UK, Korea, Thailand and Poland.

The Solution

In particular, Tesco wanted to gain insights not just into usage and attitude, but details of interactions (micro-steps) at different touchpoints both online and offline, to understand where digital could most effectively fill gaps and improve customer experience.

RedEye was selected to deliver the research because of its reputation for high quality UX research and our ability to deliver in diverse global markets.

To effectively address the requirements, RedEye adopted a 2 stage approach:

1. A quantitative survey to build on existing attitudinal data and help provide a picture of motivations and behaviours for each market. This was also designed to help to define and inform the recruitment profiles and points of investigation for the second stage.

2. One-to-one depth UX interactive sessions in the key markets. These were structured interviews incorporating elements of usability testing, plus interaction with different interfaces (e.g. laptop, mobile, tablet) and stimulus materials to provide an in-depth exploration of the current offer, preferences and needs across channels / markets and the most effective models for engaging target audiences.

Tesco store

The Results

The two stage approach to the research generated a wealth of detailed insight and recommendations. The Clubcard team is using this as an input for its digital strategy in the markets.

We set RedEye a challenge to move beyond traditional market research approaches so we could get real insights into the user experience across multi-channel touchpoints. They delivered a complex and innovative brief.

Senior UX Manager, Tesco Group Digital Product - Clubcard