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'Asda Rewards' Loyalty App Trial Extended To 16 Stores

By Dayeeta Das
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'Asda Rewards' Loyalty App Trial Extended To 16 Stores

Asda has announced it will extend its ‘Asda Rewards’ loyalty app trial to customers in 16 stores, following a successful pilot last month.

Customers at selected stores across West Yorkshire and the West Midlands can download the ‘Asda Rewards’ app on their smartphones from 21 October and begin to build up a ‘cash pot’ each time they purchase a ‘star product’ or complete an in-app ‘mission’ when shopping in one of the 16 stores participating in the trial.

Asda recently announced the extension of its rapid delivery service to 96 stores, as well as unveiling a new premium 'Extra Special' convenience store concept, alongside EG Group.

Earning Asda Rewards

Customers using the Asda Rewards app will be able to earn rewards when buying selected branded and Asda own-label products, including many core everyday grocery lines, beers, wines, spirits, and household cleaning and pet products.

Customers will also be rewarded for shopping across a range of brands, such as Cadbury’s, Heinz, Pampers, Budweiser, Gillette, and many more.

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As well as earning rewards for buying the products, Asda shoppers will also be able to add to their cash pot by completing in-app missions, such as buying five fruit and vegetable items to unlock the '5-a-day badge' and receive a £1 reward into their cash pot, or spending £15 on pet products to get £3 back as a reward.

Customers will see their cash pot build in the app every time they shop for star products or complete a mission, and they can redeem their cash whenever they choose by creating a voucher with the money they have saved.

This can then be used on their next shop or saved up to pay for a full shop in the future.

As the trial progresses, Asda aims to customise offers so that customers can earn cash on purchasing their favourite products, or rewards for buying products that are environmentally friendly.

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Successful Pilot

As part of the initial stage of the trial, more than 2,000 employees from the 16 stores signed up to the programme and their feedback helped shape the app for the next stage of customer trial.

Matt McLellan, vice president, customer proposition and planning, said, "We know our customers want the best possible value when shopping with us, especially as household budgets become stretched. Our Asda Rewards trial rewards our loyal customers with pounds not points for buying the products they love.

"We hope that our customers will enjoy building up their cash pot during the trial and spending it on whatever they like in store – or saving it for the all-important Christmas shop."

Elsewhere, in recent months, Asda has stepped up its sustainability initiatives, rolling out its first 'refill store' in Scotland as well as pledging to significantly reduce greenhouse gas emissions.

© 2021 European Supermarket Magazine. Article by Conor Farrelly. For more Retail news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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