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Asda trials new loyalty programme

Asda is using smartphone technology to improve accessibility. Image courtesy of Asda

Asda is testing out its new loyalty programme in 16 stores in West Yorkshire and the Midlands. 

The Asda Rewards app offers the supermarket’s customers the chance to build up a cash pot every time they buy a star product, from particular brands or complete an in-app ‘mission’. That cash can then be converted into a voucher and spent in-store. 

The app was first trialled with Asda employees in September before being extended into a public trial. 

Matt Mclellan, vice president customer proposition and planning at Asda, says: “We know our customers want the best possible value when shopping with us, especially as household budgets become stretched. Our Asda Rewards trial rewards our loyal customers with pounds not points for buying the products they love. We hope that our customers will enjoy building up their cash pot during the trial and spending it on whatever they like in store – or saving it for the all-important Christmas shop.”

The system is built on the Eagle Eye Air platform, which includes offer and reward management, the membership card, missions, cash pots and the creation and redemption of vouchers. As the trial develops, Asda will customise offers so that customers earn rewards for buying their favourites or for buying environmentally-friendly products. 

Tim Mason, chief executive of Eagle Eye, says: “We are excited to be part of Asda’s loyalty programme trial and look forward to seeing the results. 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.”

Asda is an Elite retailer in RXUK Top500 research. 

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