In 1993, the second greatest tagline ever created by a British company came into the world. Every little helps.
And behind it, more quietly, arrived a brand promise to grocery shoppers from all walks of life: Tesco will help to keep your basket and your pocket full.
32 years later, in a country recovering from a pandemic and a cost of living crisis, a LOT has changed.
But for Tesco, the goal is still the same: helping ordinary people put milk in their fridges, beans on their toast and gravy on their roasts.
In 1995, Tesco was losing the battle to be Britain’s top supermarket. Until helia and dunnhumby brought something remarkable to the boardroom table.
Clubcard’s one-of-a-kind mix of data and loyalty (now copied by everyone) showed Tesco how to understand their customers, reward them – and, of course, keep them.
It was a watershed moment. For Tesco, which shot to success, and for the world of loyalty. But – most importantly of all – for giving back to ordinary customers.
One year later, in 1996, points on petrol arrived. In 1999, Clubcard Deals. In 2001, personalised vouchers. In 2005, green points. In 2011, a mobile app. In 2019, Clubcard Plus. In 2020, Clubcard Prices.
Over 30 years and hundreds of innovations, nearly everything about Clubcard has changed – but helping the nation’s shoppers hasn’t.
So long live Clubcard. Long live meal deals. Long live the big shop and the small. Long live a little helping a lot.
Total active Clubcard households:
22m
Total spend driven per year:
£1billion
Brits who’ve heard of Clubcard:
90%
Clubcard users spend more per year:
£447
Years of a little helping a lot:
30 ( and counting )
