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Interesting strategy from Tesco but my immediate thought is ‘what about Clubcard’?! That used to be a key differentiator for Tesco and a loyalty driver that helped them out perform the competition - it was seriously ground-breaking. Since Tesco took their eye off Clubcard, they just don’t seem able to get back on the front foot vs. the competition.

This strategy appears to mimic that of Sainsbury’s and Waitrose, so it comes across as “keeping up with the Jones’”. Let’s see how it plays out instore – we could be wrong!