Asda has partnered with global marketing technology company Eagle Eye, to develop the supermarket’s new loyalty programme, Asda Rewards.
Following a successful trial with Asda employees in September 2021, the programme has been expanded to 16 stores across West Yorkshire and the West Midlands.
Customers using the Asda Rewards app can build up a ‘cash pot’ each time they purchase a ‘star product’ or complete an in-app ‘mission’ when shopping in one of the 16 trial stores.
They can also earn special rewards for purchasing selected products across a range of brands from Asda’s own-label brands to Cadbury’s, Heinz, Pampers, Budweiser, and Gillette.
Shoppers then redeem their cash by creating a voucher with the money they have saved in their cash pot and use this in-store.
Eagle Eye’s AIR platform powers the scheme including the offer and reward management within the app, the membership card, star products, missions, and cash pot as well as the creation and redemption of vouchers through its integration with Asda’s point-of-sale systems.
As the trial develops, Asda plans to customise offers so customers can earn pounds for buying their favourite products, or rewards for buying products that are environmentally friendly.
“We are excited to be part of Asda’s loyalty programme trial and look forward to seeing the results,” Eagle Eye chief executive Tim Mason said.
“We have been working closely with Asda since 2014 and have seen first-hand the digital journey that they are taking customers on.
“Loyalty programmes such as these help retailers improve their business through data-driven insights generating personalised offers which increase customer satisfaction and improve their marketing effectiveness.”