The new site aims to ‘help members get the best out of Clubcard’, according to Tesco, making the site more easily navigable and clearer in communicating the benefits of having a Clubcard.
LBi has worked with Tesco’s online division for around four years, and was brought in for the Clubcard site work at the end of last year.
Vanessa Tout, senior account director at LBi, says, ‘They were looking to redevelop the proposition for the Clubcard scheme and make Tesco’s new design language come through on the site.
‘We wanted the simplicity, honesty and humanness to come through – that was where we drew our inspiration in terms of bringing the proposition to life.’
The consultancy created a user experience strategy, an analytics approach and a set of creative guidelines for the site. It worked alongside Tesco, which will continue to develop the site in-house.
The new Clubcard site features heavier use of photography, and LBi also added more ‘natural’ colours such as green and yellow to be used along Tesco’s core red and blue brand colours, according to Tout.
Helen Fuchs, LBi creative director, says, ‘Our main challenge was to introduce more emotion into the Clubcard digital experience and at the same time make sure customers can easily understand how to get the most out of the scheme.’