Technology company to support in-store trial of Asda’s loyalty programme

Marketing technology company Eagle Eye will roll out Asda’s loyalty programme to 16 stores after completing a trial with employees.

Asda Rewards has been extended to 16 Asda stores across West Yorkshire and the West Midlands.

Eagle Eye’s AIR platform powers the scheme including the offer and reward management within the app, the membership card, star products, missions and cash pot as well as the creation and redemption of vouchers through its integration with Asda’s point-of-sale systems.

Tim Mason, chief executive of Eagle Eye who was previously deputy chief executive of Tesco, said: “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.”

The customer trial follows a successful pilot with more than 2,000 Asda staff in the same stores to help develop the scheme ahead of the next stage of customer trial.

Matt McLellan, Asda’s vice president of customer proposition and planning, said: “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.”