The U.K. supermarket chain will use consumer data to better understand what healthy options are in demand, and accordingly curate recipes and promotions for shoppers

Consumers who are looking to incorporate healthier food choices into their diet sometimes look to grocery stores for help. British supermarket chain Tesco has access to a wealth of consumer data through its customer loyalty program Clubcard, which it is now using to create an app that accompanies the recipe cards included in its monthly magazine.

Shoppers can use the app to scan barcodes on items as they shop, downloading the recipe to their devices and receiving eligibility to win gift cards. In addition to accompanying customers during their shopping, the app also serves to help the supermarket gain insight into the 16 million people who use its Clubcard, tracking their shopping behavior and collecting data on which items are most interesting to healthy living customers.

According to Tesco's Head of Marketing, Allesandra Bellini, “We wanted to track in-store and then link to Clubcard to understand which channel works best. We tried to really integrate the plan so we can learn from our data and do things better.” Ultimately, Tesco hopes to better understand what healthy means to consumers and accordingly adjust its mix of promotions.

Tesco

Consumers who are looking to incorporate healthier food choices into their diet sometimes look to grocery stores for help. British supermarket chain Tesco has access to a wealth of consumer data through its customer loyalty program Clubcard, which it is now using to create an app that accompanies the recipe cards included in its monthly magazine.

Shoppers can use the app to scan barcodes on items as they shop, downloading the recipe to their devices and receiving eligibility to win gift cards. In addition to accompanying customers during their shopping, the app also serves to help the supermarket gain insight into the 16 million people who use its Clubcard, tracking their shopping behavior and collecting data on which items are most interesting to healthy living customers.