Asda Rewards was initially launched in 16 stores across West Yorkshire and the West Midlands in October 2021. As the regional test progressed The Chase conducted qualitative and quantative research, delivered at the end of that year. The program was then scaled up from January to August 2022.
By August it was rolled out in 633 stores nationwide with more than 1m customers building up a total of £4m in their cashpots.
Asda Rewards was the last of the big 4 UK supermarkets to launch a rewards program having until then focused on everyday low prices (EDLP) and as such they were able to combine the learnings in the marketplace and own their unique proposition; pounds, not points.
The Chase works on the strategy and concepting, UX & UI, customer journeys as well as the design of the app, games, the communications and the guardianship of the overarching Asda Rewards brand.
In September 2023 Asda Rewards celebrated its first birthday. ASDA Rewards Pounds not Points was recognised as one of the leading rewards programs in the UK. More than 4 million customers had used the ASDA Rewards app since launch, earning over £200 million in their Cashpots, to spend on their ASDA shop.
ASDA celebrated by launching the biggest giveaway since Rewards started, with £15 million up for grabs on the Spin the Wheel game.
To win their share of the £15m, customers who spent £5 or more in-store or online, could scan their Rewards app and spin the wheel, for a chance to win Rewards Cashpot prizes of up to £100 - and every spin was a winner.
Today, in early 2024 Asda Rewards has around 6m customers and counting, with savings of over £400 million so far. And new launches of Asda Baby and Toddler Club along with many more exciting developments in the pipeline.
We are thrilled to be on this creative journey with Asda and we look forward to many more exciting launches in 2024 and 2025.
Mark Baxter
CLO Senior Director Loyalty
Asda Rewards
