Tesco Introduces a Complimentary Digital TV Channel for Clubcard Members
Tesco Launches Clubcard TV: A Personalized Online TV Channel for its 16 Million Clubcard Holders
Tesco, the British multinational grocery and general merchandise retailer, has announced the launch of Clubcard TV - a free, ad-supported online TV channel. Powered by Blinkbox, a video on-demand service in which Tesco owns an 80% stake, Clubcard TV is an extension of Tesco's customer data analytics capabilities.
The channel, available to all 16 million Clubcard holders, focuses on family and child-friendly content. Scott Deutrom, a former BSkyB executive and the managing director of Clubcard TV, discussed the launch in a blog post.
Clubcard TV utilizes Tesco's extensive Clubcard data to provide personalized video ad content and programming recommendations based on detailed customer profiles. Advertisements on Clubcard TV are targeted based on what customers buy from Tesco and their likes. This targeted advertising strategy allows brands to serve highly relevant ads on Clubcard TV and other Tesco-owned media channels.
Advertisers including Kellogg's, Colgate, and Danone have signed up to support Clubcard TV. Relevant advertising will be shown before and during the movie or TV show watched on Clubcard TV, and plans exist to extend the service to a range of devices including games consoles, tablets, Smart TVs, Blu-ray players, and set top boxes.
Michael Cornish, CEO of Tesco Digital Entertainment, stated that Clubcard data will be used to deliver a more personalized service on Clubcard TV. The launch of Clubcard TV allows Tesco to know its customers better than anyone, enhancing customer engagement and experience.
In addition to Clubcard TV, Blinkbox has also announced renaming its WE7 digital music services to BlinkboxMusic and its Mobcast e-book platform to BlinkboxBooks. Clubcard TV is available through a web browser starting today.
With Clubcard TV, Tesco continues its commitment to leveraging its vast customer data to deliver personalized and relevant experiences to its customers, both online and in-store.
[1] The Drum: Tesco to use customer data to personalise Clubcard TV content [2] Marketing Week: Tesco to use Clubcard data to personalise Clubcard TV ads and content recommendations
Smart-home devices can potentially integrate with Clubcard TV, providing customized recommendations based on family viewing patterns. As Clubcard TV expands to various gadgets and technology platforms, a seamless home entertainment experience may become a reality for Clubcard holders.
Tesco's strategy to use technology in Clubcard TV, such as targeted advertising and personalized content recommendations, shows the potential impact smart-home devices could have when fully integrated with the platform.
