Asda is trialling a new loyalty app called Asda Rewards for its staff at 16 of its stores.
The app focusses around rewarding employees with “pounds not points” which will only be available to staff in stores in the West Midlands and West Yorkshire, as per Retail Week.
The scheme is apart of the grocery giant’s test-and-learn strategy to understand how a potential loyalty scheme would work before rolling it out to customers.
Participating staff in the selected stores will be able to download the app and build cash rewards in pots every time they purchase a “star product” item or compete “in-app missions.”
An Asda spokesperson said that an in-app mission could involve a staff member purchasing five items of fruit or vegetables in the shop, they will then be given 50p in one of their pots.
Users can scan it at the checkout to build the cash rewards that can be then redeemed as vouchers and spent as cash in-store.
The grocer is asking its staff to provide feedback on the trial to “develop the app and refine the proposition before deciding whether to extend the trial to customers,” Retail Week reported.
”We know that getting great value really matters to our customers,” Asda vice president of customer proposition and planning Matt McLellan said.
“This trial will explore how we can offer them even more of what they want when they shop in our stores, giving them cash rewards for buying great products and having a bit of fun whilst they do it.
“As our colleagues are also loyal customers, we think they’re the best people to give us really insightful feedback on Asda Rewards that we can use to develop the programme going forward.”