Clubcard TV, powered by Blink box, is an online service streaming a variety of movies & TV shows, free to all Clubcard members. However, it is unlike any online streaming service out there. Clubcard TV will use data mined from the Tesco Clubcard loyalty programme to enable participating brands to target advertisements to individual members based on their shopping habits.
Like the current loyalty programme, data is mined to better understand the spending habits of its members to offer them relevant, tailored vouchers & coupons. In this case, relevant, tailored advertisements will be aired to members based on their shopping behaviour, demographic & location data.
The ad-funded model will air advertisements before, during and after playbacks requiring only a member’s loyalty membership number for registration.
The video –on –demand industry has grown quickly over the years with many companies such as Netflix & Lovefilm reaping the benefits of this online demand, however none have managed to offer, not only a free service with no subscription or contract required, but one that has tailored, “purposeful” advertisements that are more relevant to the end user (member) than mass advertisements.
Taking it one step further, Tesco’s Scott Deutrom, MD Clubcard TV says “Better still, we can target adverts based on what our customers bought yesterday, we can show that we are listening to our customers in ‘real’ time.”
Post campaign analytics will be made available to advertisers who would like to track their brands actual sales as a result of targeted advertisements.
Just when we thought Tesco’s innovation cap may have run dry, it has certainly proved it still has what it takes to compete and be ahead of the loyalty game. Good on you Tesco!
Ros Siddle, Marketing & Loyalty Research Manager, Truth
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