Marketing Week: Supermarket giant Tesco intends to create a next-generation loyalty scheme as a powerful weapon in its fight to prevent rivals eroding its market share. The U.K.'s largest retailer has announced it plans to "relaunch and invest substantially more in Clubcard" alongside store and product range expansion; the new Clubcard program might also utilize RFID technology. Sources in the customer loyalty sector suggest the retailer will need to expand its Clubcard marketing to digital channels as part of the relaunch. Tesco will also need to expand its use of purchasing behavior data to create more personalized and relevant offers to customers.
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