Tesco creating 'health scores' for baskets using Clubcard data

Tesco is using the data it has on 16 million Clubcard users to create 'health scores' for each shopping basket in a bid to help customers to improve their eating habits.

Tesco is putting the data it has on 16 million Clubcard customers to use in a bid to help them become healthier.

Research by the company found that seven in ten families believe that supermarkets can play a role in making more informed choices on healthy options.

This was backed up by 27 per cent of respondents saying they get confused about which items are good for them and those that aren’t.

Tesco will use its data to give all of the baskets of food sold within its stores a ‘health score’, which will help them to spot customer trends.

It will then aim to influence behaviour with initiatives, such as barcode-enabled healthy recipes in its magazine.
Scanning the recipe with a smartphone will see it downloaded to the device and enter the customer into a draw to win a gift card.

Alessandra Bellini, Tesco’s marketing boss, said: “We wanted to track in-store and then link to Clubcard to understand which channel works best, which recipe works best, at what point of the journey and what time of the day and day of the week.

“We tried to really integrate the plan so we can learn from our data and do things better.”


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