Asda has extended its new loyalty programme to 48 stores following an initial 16 store trial.
The Asda Rewards app will now be available to use in all 32 of its West Yorkshire stores, along with four stores in the North East and four in central Scotland. The trial will also continue in the existing eight stores in Birmingham.
The rollout of the trial follows the launch at stores in West Yorkshire and Birmingham last October. Since then, more than 90,000 people have downloaded the app and 50,000 are claimed to be using it on a regular basis.
Shoppers using the app earn rewards when buying selected branded and Asda own-label products, including core grocery lines along with household cleaning and pet products.
Users can also add to their ‘Cashpot’ by completing in-app missions, such as buying five fruit and veg items to unlock their ‘5 a day badge’. Asda has developed the missions throughout the trial to make them seasonally relevant. For example, customers could complete a ‘Mother’s Day Flowers’ mission, where they had to buy a bunch of flowers for £10 to receive £1 in their Cashpots. Asda revealed that customers have completed over 200,000 missions across the trial stores.
Shoppers can redeem the value of their Cashpots whenever they choose by creating a voucher with the money they have saved. This can then be used on their next shop or saved up to pay for a full shop in the future.
“We are really pleased that customers in our trial stores are benefiting from the Asda Rewards app and we’re excited that from today, 32 more stores will be taking part across different areas of the UK, as we continue to evolve the programme,” said Matt Mclellan, VP Customer Proposition & Planning.
Earlier this month, it was revealed that Asda was launching a major price repositioning that will involve the rollout of a new budget range and further SKU simplification.
NAM Implications:
- Looking good, hence the rapid roll-out…
- Time for suppliers to propose initiatives that incorporate this loyalty scheme?
