Food and general merchandise group Asda has launched a Christmas customer loyalty initiative as big retailers make an early play for seasonal spend.
In a departure from its traditional tactics, Walmart-owned Asda today unveiled ‘A big thank you from Asda’, a programme rewarding customers with money-off vouchers for a variety of top-selling products.
Shoppers spending £40 will receive vouchers worth £40 in return. The first book of vouchers, with offers on lines such as mince pies and steak, will be redeemable between November 1 and 14. A second book of vouchers will be issued from November 8, and can be used for reductions on a new mix of own-label, branded and seasonal product” between November 15 and 28. Customers will earn a voucher book every time they spend £40 in one transaction in stores or online.
Christmas competition is already hotting up for this year. Last week Tesco trumpeted that it would save customers £1.3bn this Christmas and will run a Clubcard-related voucher scheme. Morrisons will again run a “stamp and save” scheme.
Shore Capital analyst Clive Black said: “At a time of trading up and limited appetite for irrationality on the margin front, the utilisation of loyalty cards, coupons and now voucher books seems to have taken a step up – certainly the Asda initiative is a new addition to the loyalty and promotion fray.”