Tesco is poised to trial a version of its successful Clubcard loyalty scheme in the US, as it strives to stem losses at its Fresh & Easy chain, the FT reports. Tim Mason, chief executive of Fresh & Easy, said the business, which currently has 176 stores and will have 214 by the end of February next year, was ready to support a loyalty scheme. It will be known as the Friends of Fresh & Easy card, but will be based on Clubcard. Mr Mason, who played a pivotal role in the introduction of Clubcard in the UK, said: “Clubcard has always been, from the very first day we launched it, the icing on the cake, not the cake itself, and so, therefore, you have to have an established business that is delivering every day for customers before introducing it.” He denied the loyalty card represented a strategic U-turn for Tesco’s US business, which has concentrated on delivering the lowest prices to customers rather than giving a discount through points earned with a loyalty scheme. Read more
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