Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey

<p>How did mail help Tesco gain 21 million active members for its iconic Clubcard loyalty programme? You can find out from Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco.   </p><p> </p><p>Together, Tash and host Rory Sutherland share:  </p><ul><li>The inception of the Tesco Clubcard Loyalty Programme  </li></ul><ul><li>How Tesco Clubcard data has helped shape its business offering </li></ul><ul><li>Why using both digital and physical media can create magical marketing moments </li></ul><ul><li>Mail's role in Tesco's customers statements and why this is so important to both Tesco and its customers </li></ul><ul><li>A successful direct mail campaign from Volvo  </li></ul><p> </p><p>Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.  </p><p> </p><p>00:00 Intro  </p><p>0:41 Welcome to Tash  </p><p>01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme </p><p>04:38 Why physical mail is an important channel to reach Tesco customers  </p><p>05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering? </p><p>07:11 Why are complimentary messages in different media formats more powerful? </p><p>09:14 Tash’s example of impactful direct mail – Volvo  </p><p>12:57 Outro </p><p> </p><p>Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.  </p><p>She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and <em>Campaign</em> A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation. </p><p> </p><p><strong>Follow Tash. </strong></p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/in/tash-whitmey-2b7b87184/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/tash-whitmey-2b7b87184/</a>  </p><p> </p><p><strong>Follow Rory. </strong></p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/in/rorysutherland/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/in/rorysutherland/</a> </p><p><strong>X</strong> - <a href="https://x.com/rorysutherland" target="_blank" rel="ugc noopener noreferrer">https://x.com/rorysutherland</a> </p><p> </p><p><strong>Watch the full episode.  </strong></p><p><strong>Website</strong> - <a href="https://www.marketreach.co.uk/mail-unleashed/tash-whitmey-tesco" target="_blank" rel="ugc noopener noreferrer">https://www.marketreach.co.uk/mail-unleashed/tash-whitmey-tesco</a>  </p><p><strong>YouTube</strong> - <a href="https://youtu.be/MqvybypNN7E" target="_blank" rel="ugc noopener noreferrer">https://youtu.be/MqvybypNN7E</a>  </p><p> </p><p>Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️ </p><p> </p><p><strong>LinkedIn</strong> - <a href="https://www.linkedin.com/company/marketreach-from-royal-mail/" target="_blank" rel="ugc noopener noreferrer">https://www.linkedin.com/company/marketreach-from-royal-mail/</a>  </p><p><strong>X </strong>- <a href="https://x.com/MarketreachUK" target="_blank" rel="ugc noopener noreferrer">https://x.com/MarketreachUK</a>  </p><p><strong>Facebook</strong> - <a href="https://www.facebook.com/p/Marketreach-100057126832884/" target="_blank" rel="ugc noopener noreferrer">https://www.facebook.com/p/Marketreach-100057126832884/</a>  </p><p><strong>TikTok</strong> - <a href="https://www.tiktok.com/@marketreachuk" target="_blank" rel="ugc noopener noreferrer">https://www.tiktok.com/@marketreachuk</a></p>