Tesco: Innovating in a crisis, to cement a relationship with shoppers

Tesco, a supermarket brand, positioned itself as the supermarket that offered the best value during the COVID-19 pandemic in the UK by harnessing the strength of its loyalty card.

Executive Summary

Tesco believes in giving little helps to serve its shoppers. Clubcard, the nation's largest and favourite loyalty program used by a whopping 16 million people is an important manifestation of that little help.

Enter a global pandemic with shopping behaviours changing and people reducing the number of supermarkets they shopped with, in order to be safe.

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