Tesco-owned chain starts US rewards scheme
Full rollout after pilot
The Tesco-owned Fresh & Easy Neighbourhood Market US grocery chain is staging a full rollout of the “Friends” loyalty card scheme after a pilot at seven stores.
Fresh & Easy – which operates 177 stores in Arizona, California, and Nevada – said in a statement: “The card was incredibly well-received by customers during the trial and membership in “Friends of Fresh & Easy” more than doubled shortly after the card was introduced.”
The Friends card builds is based on the models of Tesco’s Clubcard in the UK and the “Friends of Fresh & Easy” email programme.
It is a digital points-based program where customers earn one point for every dollar they spend in-store.
“Friends” can exchange their points for cashback rewards and will receive personalized bi-weekly emails with real-time updates on points earned and targeted bonus point coupons.
“Friends of Fresh & Easy” was introduced in December 2008 to give the chain’s most loyal customers exclusive news and information about the company and its products as well as special coupons and offers.
Earlier this month Tesco said that Fresh & Easy Neighborhood Market is on track to meet the company’s guidance of “sharply reduced losses” this fiscal year and remains “on its way to breaking even” toward the end of its 2012-2013 fiscal year.
Tesco opened its first Fresh & Easy store in the US in 2007. The first Fresh & Easy Express store in Los Angeles will be opened on November 2.