Tesco is stepping up a gear in its efforts to use Clubcard data to tailor store layouts and product ranges to meet the needs of customers at a "micro" level. Crawford Davidson, director of Clubcard, said Tesco used the loyalty card data to make an increasingly sophisticated assessment of the "predominant needs" of a store. "We are continually refining our clustering system to a new level of detail and moving away from making assumptions about customers based on national, or even regional data," he added. Tesco has been working with Dunnhumby ­ the agency helping it develop Clubcard ­ to use data more strategically in recent months. However, Davidson rejected suggestions that Sainsbury's new segmentation project was ahead of the game when it came to using loyalty card data to inform layout and ranging at a local level. "What Sainsbury is doing is not new," he said. Tesco's system recognises that customers shopping at stores in different areas of the country with similar demographic profiles do not necessarily buy the same things. Likewise, it recognises that the purchasing patterns at a store often reveal a surprising mixture of upmarket and value driven lines apparently inconsistent with its demographic profile. The system has been used by Tesco to launch its organic and Finest ranges into the right sorts of stores. {{NEWS }}

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