Tesco is using loyalty card data to tailor online shopping ranges to customers.

The Daily Mail reported that the grocer will display higher priced fine food to those shoppers who spend the most.

Conversely, shoppers on a smaller budget will see cheaper products on promotion when they log on.

Tesco chief executive Philip Clarke said the grocer wanted to treat customers like “friends” in tailoring ranges to their tastes using online shopper data as well as Clubcard data to see what shoppers purchase in store.

He told the Consumer Goods Forum in Istanbul: “We are now making changes to our UK website to highlight promotions that are relevant to the customer who is browsing the site.”

Clarke vowed in April to put the Dunnhumby data on which Clubcard runs “back at the heart of the business” to allow Tesco to target customers more effectively.

Tesco also uses the data to tailor ranges and promotions depending on the local demographic.

The grocer confirmed today that executive director Lucy Neville-Rolfe will retire on her 60th birthday on January 2 2013.

Her responsibilities will be divided between Adrian Morris, who will join from BP as group general counsel on September 3 and Rebecca Shelley, who joined Tesco from PR company Brunswick on May 1 and will take responsibility for corporate affairs. Both will join the group executive committee chaired by Philip Clarke.    

Clarke said: “During her period at Tesco Lucy has transformed the professionalism of the corporate affairs function at Tesco as well as, on the legal side, leading for the company on three major competition enquiries. Lucy has always shown unrelenting determination and great finesse and Tesco is indebted to her for many outstanding achievements, not least for leaving behind her a strong team. Our position, both at home and overseas, is undoubtedly much better as a consequence. We will miss her wise counsel when she retires in six months’ time”.

Neville-Rolfe said: “I have had a fascinating career at Tesco and have greatly enjoyed representing our interests around the world and building a great team. The company has grown enormously in size and profits since I joined and I am proud that, with many others, I have contributed to its success.”

She is deputy chair of the British Retail Consortium and a non-executive director of ITV plc and of the Carbon Trust. She is also a member of the London Business School’s Governing Body, the China Britain Business Council, the UK India Business Council and the Corporate Leaders’ Group on Climate Change. On July 1 she will become non-executive president of EuroCommerce, the European trade association for retail, wholesale and international trade.

 She was made a Dame in the Queen’s Birthday Honours this month.