TESCO REPUBLIC OF IRELAND (ROI)

Go Inspire produce Clubcard statements for Tesco ROI’s customers 3 times a year, containing personalised vouchers, coupons, and the latest Rewards.

Ambition.

Go Inspire was challenged to increase levels of personalisation to:

• increase relevance of communication particularly at a local store level to encourage a sense of community
• inform members of that community about the events that were taking place at their local store and in their area
• deliver better targeting of products and added value content

Strategy.

Information design expertise applied to maximise variability on a consistent template for all 150 stores

Complex data structure and look-ups driven by purchase behaviour and customer persona determines voucher and coupon configurations, values, product offers and marketing content

3 highly personalised elements were brought together and enclosed with a non-personalised booklet

Results.

• Over 791,519,040 possible permutations across 710k mailing volume

“When Go Inspire made us aware of the opportunity to use high volume digital print to reflect the superior levels of personalised offers and content that our customers receive through our Clubcard Statements, we were keen to explore the opportunity. We were amazed by the possibilities but also, at first, a little anxious around the complexities utilising mail to facilitate these 1-2-1 conversations with our customers, as Clubcard statements are a critical part of our success. The team at Go Inspire have been fantastic and their expertise, diligence, and unwavering desire to do whatever it takes to support our Clubcard efforts, has meant we continue to push the boundaries of digital print and personalisation.”

 – Joyce Kelly, Customer Loyalty Manager, Tesco ROI