Tesco has announced plans to trial a version of its successful Clubcard loyalty scheme across a number of its Fresh and Easy stores in the US.
The world’s third largest retailer is preparing to launch a ‘Friends of Fresh and Easy’ loyalty card in seven stores in central California this autumn.
Under the new loyalty scheme, card holders will earn one point for every dollar spent at Fresh and Easy and will be able to exchange their points for cash-back rewards. If successful, it could be rolled out across the chain by the end of February 2012.
According to reports, the move is aimed at stemming losses at the chain, which has struggled to attract customers with discount pricing and money-saving vouchers. In 2010, the 176 Fresh and Easy stores made a combined loss of £186m, more than analysts’ expected.
But new Chief Executive Phil Clarke has promised to deliver a significant reduction in losses this year and expects the chain to break even towards the end of the 2012-13 financial year.
Tesco’s Clubcard scheme is one of the most successful in global retailing, with more than 30 million card holders in 12 countries.
