Asda is set to roll out “hyper” personalised missions and coupons to its Rewards scheme, in the latest improvement of the loyalty programme.
The new bonus, called Your Missions, launched for a small number of customers at the beginning of July, The Grocer understands. The feature gives customers the ability to earn rewards like additional cash pot points, or money off the items that they buy most regularly.
Asda is now set to roll Your Missions across all customers during the second half of the year, as one of a number of new loyalty enhancements under chief customer and digital officer Rachel Eyre. The rollout will be gradual, with one million customers invited to join month on month.
Your Missions will be “tailored to individual shopping habits”, Asda said. Rather than personalised pricing, each month customers will receive 20 individual ‘missions’, and will be able to select up to 10 to redeem within a set timeframe.
For each mission completed, they will earn cashback into their Rewards Cashpot within the app up to a maximum value of £50, which can then be used to save money on a future shop.
Separately, Asda is also introducing coupons on specific products which will give instant savings at the till. An example could be £1 off Arla yoghurts, which will have to be redeemed within a certain timeframe.
Both new enhancements will sit alongside Asda’s separate Cashpot Missions, which already sit within the app.
Reviving Asda’s ‘all but dead’ loyalty scheme
Since joining Asda from Morrisons in September 2025, Eyre has made improving Rewards a key aim of her customer strategy. In October, Chris Chalmers was appointed vice president of data and loyalty to lead the push.
Asda has dialled back the level of Rewards offered in the scheme over the past couple of years while it focused on Allan Leighton’s Asda Price and Rollback strategy. However, this has led to criticism from customers, that the “all but dead” Rewards programme no longer offers value, and lags behind competitor loyalty offers.
Last month Asda linked Rewards to its fuel business for the first time, with shoppers able to earn 5p off per litre every time they spend £40 in store. Asda has also been offering free gig tickets to members as part of its ‘Summer Programme’ of rewards events.
Asda sees the programme as complementary to its instore offer, and has no plans to introduce loyalty pricing via the Rewards programme, The Grocer understands.
“We’re continuing to test and refine the trial as part of our plans to make Asda Rewards even more relevant and rewarding for customers,” an Asda spokesperson told The Grocer.
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