I left Tesco happy the other day knowing that on my next shop I had a voucher for 4p through their price match promise. Though I wasn't happy, I chuckled to myself thinking about how I would spend it and questioned why Tesco had even gone to the effort?
The annoying part wasn't simply the amount, it was the way the whole process worked. Tesco had done the hard work of calculating the saving, why not simply deduct it from my total spend? If I was to buy a pack of Pringles on offer with 50% off I wouldn’t expect to see the saving on a voucher.
Instead they insist on using the 4p to make me return to Tesco on a future occasion. This you could argue is fine and a perfectly valid way to build customer loyalty however instead of simply deducting the 4p from my shopping balance on my next visit or adding it to my Club Card rewards total, I’m reliant on remembering to show the voucher at checkout.
The Club Card is a complex computer system yet it can’t automatically deduct a voucher from my shopping total when scanning my club card on checkout? You could argue that its down to my own stupidity for forgetting to use the vouchers but the point is that all of the elements to the system are already in place and Tesco is simply making the user jump through unnecessary hoops, most likely knowing that they won’t bother with that 4p voucher.
The user experience problems aren't just down to price match rewards, a range of other offers and money off vouchers have to be printed rather than being automatically deducted.
With all the struggles Tesco is going through recently it seems like such a simple change to improve the Club Card experience with users, lets hope when Morrison’s launches its loyalty scheme in the coming months that it doesn’t make the same mistakes.