Tesco offering loyalty points for sharing – marketing on the cheap?

Tesco Share & EarnI'm a Tesco customer and so rack up a few Clubcard points each week during my grocery shopping.  Whilst I've used their pioneering online store in the past as the shop is now local to me I go to it each week rather than making my food come to me.  Thus my relationship with Tesco is largely an offline one.

The retailer wants all that to change though.  They're offering customers a chance to earn Clubcard loyalty points by sharing and liking things on Facebook.  If you want to take part in the new scheme, you have to register to the Share & Earn Facebook app.

You then earn points by posting products they like on their own wall.  If friends then click through and buy those products both you and they earn extra Clubcard points for the purchase.

Matthew Entwistle, marketing director for general merchandise online at Tesco, said: "More and more of our customers are using Facebook to chat about and recommend products they like from Tesco Direct."

So this is basically an affiliate scheme for customers, but instead of earning cash you earn Clubcard points.  I'm quite happy to use Clubcard when I shop because I'd be doing it anyway, so in return for my buying information I get a bit of cashback in return.

With this however they're giving you a pretty small return.  Lets do the maths.  You earn 1 Clubcard point for each pound you spend in store.  That Clubcard point roughly equates to 1pence, so you're getting 1% back.  So this share & earn scheme appears to be an affiliate like scheme offering 1% commission on any business you generate through your sharing.

Given that I'm not particularly keen to pimp products on my Facebook wall anyway, a 1% bounty is not very likely to encourage me to do so.  So sorry Tesco, in this instance it'd need a bit more than a little to help.

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7 thoughts on “Tesco offering loyalty points for sharing – marketing on the cheap?

  1. Seriously, what are you going to share? That you love using this washing powder?? People share stuff because the product they're sharing reflects on their personality. A couple of pence isn't going to be enough to prompt people to share their groceries with friends. Not a chance. The only way it can work is if there's an amazing special offer or something.

  2. Wouldn't make me post my shopping list, that's for sure! A loaf of bread, 2 slabs of steak and 15 bottles of wine. All for 60 pence of my next visit? (Well… not that I live there anymore – but I was always a Tesco's shopper)
    I think they're overestimating the enthusiasm of their customers.
    Love the cheeky profile pic over there by the way Adi >>>>>
    Elle

    • Exactly. People tend to share things that reflect on them as a person. A new car or where they've gone on holiday are things people might share, a new item of clothing perhaps. Not sure food ilicits the same enthusiasm.

      Thanks for the kind words about the pic, the lady and I did a photoshoot a year ago or so 🙂

  3. Well they won't be getting any recommendations from me. Seems they decided to 're-design' the local shop. Of my desired shopping tonight, half of it wasn't in stock, and the other half took concerted hunting because it had been moved from its usual spot. Why Tesco, why?

    • It is annoying when they do that. Is it proven that people really do buy more spontaneous garbage if they have to hunt their intended shopping down? I can't say I ever has, the only thing it's done for me is annoy me!

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