Digital marketing firm Eagle Eye has secured a contract that will see Tesco use its AI-powered ‘Personalised Challenges’ solution for its Clubcard loyalty scheme.
The platform allows retailers to personalise promotions, providing customised challenges designed to reward incremental behaviour. In-built AI and deep machine learning are said to facilitate hyper-personalisation, providing consumers with promotions more suited to them.
Following a trial, which saw a higher than anticipated participation rate, Tesco will now roll out Personalised Challenges to more Clubcard members in the coming months under the name Clubcard Challenges. The solution will power personalised and gamified offers and promotions to each individual Clubcard member.
Eagle Eye has agreed on a one-year contract with the supermarket group, with the option to renew for an additional year.
Lizzie Reynolds, Group Membership and Loyalty Director at Tesco, said: “We are constantly looking for ways to make Clubcard work harder for our customers … Personalisation is about using what we know about customers to make their experience better and our rewards more helpful and we’re very excited to see how our customers respond to Clubcard Challenges.”
Tim Mason, CEO of Eagle Eye, added: “It’s a privilege to be working with Tesco, one of the world’s great retailers and an acknowledged leader in customer loyalty, to usher in its next stage of personalised promotions. This win underlines the power of the EagleAI solution, capable of creating and delivering millions of hyper personalised marketing messages, and our position at the forefront of personalised marketing.”
NAM Implications:
- Are we headed to a point where the retailer will dictate what is best for us?
- Seriously, if this move works, Tesco will be unstoppable…
