Supermarket To Target Shoppers By Wealth
BEHAVIORAL TARGETING—UKJune 26, 2012
Daily Mail reports on moves announced by UK grocer Tesco to divide its loyalty card customers into "wealthy" and "poor" tiers in order to tailor its website to each shopper accordingly. Perceived wealthier shoppers may see ads for fine foods, while less wealthy consumers may see "Tesco's Value promotions." Company head Phil Clarke said, "We're now making changes to our UK website to highlight promotions that are relevant to the customer who is browsing the site," adding, "Using Clubcard data, we would show, for example, offers of our everyday Value range to price-sensitive customers, and offers of our Finest range to more upmarket customers."