Powergen forges Tesco ClubCard partnership deal
Powergen has signed up to be Tesco ClubCard's biggest rewards partner, as the utilities provider aims to bolster loyalty among its eight million-strong customer base.
Powergen will support the tie-up with an autumn press, radio and outdoor campaign through Rainey Kelly Campbell Roalfe/Y&R.
"This is our biggest marketing campaign of the year in terms of the priority and investment we have given it," said a Powergen spokesman.
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Powergen head of business development John Lanagan, who reports to marketing director Paul Parmenter, is overseeing the link. The company sees ClubCard, which is used by ten million households, as a way of retaining as well as acquiring customers.
Powergen customers who register with ClubCard will earn one point for every £1 spent on gas and electricity.
Powergen acquired TXU Energi last October to become the UK's second-biggest utilities company behind British Gas. Tesco's relationship with the energy supplier began when Norweb Energi, which became TXU, joined ClubCard in 1998.
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