Asda Rewards members can now win free gig tickets in the latest enhancement to the supermarket’s loyalty scheme.
Through the new partnership with Live Nation, which is called ‘Summer of Music’, Asda is to give away 10,000 concert tickets to loyalty members throughout this summer.
Shoppers simply need to register for the prize draw via their Asda Rewards app. They can register once per day to win two tickets for a selection of 50 live concerts including acts like Bowling For Soup, UB40 and Pitbull. Some festival tickets are also up for grabs, including the Lytham Festival.
The promotion is running until 14 August.
It is the first of a new “summer programme” of loyalty expansions set to be rolled out by Asda as part of its Take a Fresh look initiative, which launched last month in a bid to bring shoppers back to stores.
It includes a World Cup cash pot set to launch later this week, which will allow shoppers to complete in-app missions and play a new in app-game.
“Asda Rewards is all about saying ‘thank you’ to Asda customers, and this is just the latest way that Asda is offering that little something extra as a reward for shoppers’ loyalty,” said an Asda spokesman.
Improving Asda’s loyalty proposition is a key part of Allan Leighton’s Formula for Growth turnaround strategy. Shoppers have previously bemoaned the scheme as “all but dead” as the rewards available have been stripped back since the 2021 takeover by TDR and the Issa brothers.
Internally, it is acknowledged that the scheme needs to be more competitive against rival offers like Lidl Plus, Clubcard and Nectar Prices.
Asda has been rebuilding its customer team under new customer boss Rachel Eyre, who joined the supermarket in September from Morrisons. One of her first appointments was Chris Chalmers into the newly created role of vice president of data and loyalty.
He rejoined Asda from Jet2 in January, having previously spent five years as Asda digital director.
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