ASDA Rewards

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). As such they were able to combine the learnings in the marketplace to own their unique proposition that delivered increased functional value; pounds, not points.

Real cash rewards for being a loyal shopper, not points.

Asda Rewards was initially launched in 16 stores across West Yorkshire and the West Midlands in October 2021. As the regional test progressed we conducted qualitative and quantitive research that was delivered by the end of the year. The results allowed us to confidently scale the programme nationwide from January to August 2022.

By August it was rolled out in 633 stores with more than 1m customers building up a total of £4m in their Cashpots.

The FIT team worked on the strategy and concepting, UX & UI, customer journeys as well as the design of the app, games, 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 it 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 Cash-pot prizes of up to £100, and every spin allowed users to win.

Functional Value in action

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