Tesco took a big step towards turning its Clubcard loyalty programme paperless this week after signing a deal with PizzaExpress to become the first partner to offer digital rewards.

The retailer will utilise a system created by online and mobile couponing company Eagle Eye to issue digital PizzaExpress reward vouchers within two hours of a request, rather than the user having to wait for a paper reward voucher to arrive by post.

Each online request for a reward is authenticated by Eagle Eye’s system, which generates a unique voucher code and sends a personalised email with the digital reward to the Tesco customer.

The retailer said it had gone back to the drawing board to meet the needs of its increasingly digitally savvy customers.

“To give our Clubcard customers a great experience, we need to ensure the rewards we provide are of most value to them,” said Tesco online and digital marketing director Ian Crook. “With this partnership, we are able to offer customers same-day access to their reward and better understand redemption, helping us tailor our service to what our customers really want.”

Tesco already allows customers to redeem vouchers via email and print them out or use them for online shopping, but is planning to allow customers to use their smartphones for all redemptions. It is also ramping up its partnerships with businesses to take on the likes of Groupon.

“The partnership with Tesco Clubcard and Eagle Eye gives us another way to enhance the customer experience by offering speed and convenience,” said PizzaExpress restaurant marketing head Neil Lambert.

Eagle Eye CEO Steve Rothwell added: “As consumers engage more in the digital world, the appetite for digital voucher delivery is set to skyrocket.”