Tesco drops kids loyalty initiative

Marketing 15-Nov-06

Tesco has axed its Kids Club initiative. The scheme was set up to provide offers to ClubCard holders with children between the ages of five and eight.

Launched in 2001 in partnership with Disney, the initiative targeted
500,000 families. Children received a magazine called Wow, while parents
received coupons and various offers.

An insider said the Kids Club has been axed because of low response

rates and a decision to focus on families through its Baby and Toddler

Club.

It has been several months since an issue of Wow has been
distributed.

The Baby and Toddler Club was also launched in 2001. It targets pregnant
consumers and those with children under five. It produces a magazine, as
well as coupons and offers. Members also receive permits which allow
them to park closer to stores.

Tesco declined to comment on the Kids Club scheme.