Tesco’s Clubcard Challenges promotion was named the Best Global Loyalty Launch or Initiative at the recent 2025 International Loyalty Awards.
The award celebrates standout new loyalty initiatives launched in the past 12 months, from around the world, that combine innovation, creativity, and measurable impact.
Launched in May 2024, the Clubcard Challenges initiative, powered by digital marketing firm Eagle Eye, invited Tesco Clubcard members to complete personalised challenges over a six-week period to unlock up to £50 in points. The challenge thresholds, created by Eagle Eye’s AI-driven personalisation engine, were tailored to each participant to maximise engagement. Tesco ran four campaigns, with the latest campaign being targeted at 10 million customers across the UK.
“This award is testament to the teams at both Tesco and Eagle Eye,” said Tim Mason, CEO, Eagle Eye.
“It’s a clear demonstration of how smart technology, paired with a bold retailer vision, can transform loyalty from a transactional experience into something truly engaging – and commercially powerful. Personalisation is the key.”
Clubcard Challenges was met with strong customer engagement, with the judges of the award noting: “Clubcard Challenges stands out by transforming routine purchases into a fun, engaging experience where customers earn Clubcard points through gamified missions and digital progress tracking. Tesco has achieved remarkable results by leveraging advanced AI personalisation and data-driven insights.”
NAM Implications:
- Every ‘Little’ Helps?
- The award sets a high hurdle rate for Tesco…
- …and an even greater one for rivals.
