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50 Customer rewards Tesco's loyalty programmes in Asia fundamentally follow the core principles of the Clubcard in the UK, but with a few small changes. In South Korea, the bright red- coloured Familycard has over 10m members. Tesco Homeplus also runs ' Culture Centres', which provide hundreds of activity classes, from cookery to learning a language. Some of Tesco's most redeemed coupons in South Korea give a discount on these 12- week courses. The supermarket is also more likely to use SMS to communicate targeted messages to its customers. In China, the Membercard doesn't just give customers points - they also get better prices on around 24 different items per week. Also, because of the difficulty in ensuring vouchers reach members by post, the reward vouchers are handed out in store instead. Tesco shoppers receive a text letting them know their vouchers are ready to be collected. In Malaysia there are over 20 stores and around 1.6m Clubcard members, as well as a Biz Clubcard for small businesses. Tesco has also recently introduced green Clubcard points, the first market to do so since the UK. Tesco has rewarded over M$ 11.6m ( around £ 2.2m) worth of vouchers to its Malaysian Clubcard members since launching the scheme in 2007. The Malaysian Clubcard programme has recently celebrated its first anniversary with a series of special prize draws to say thank you to customers. Jasahuddin Jaafr won the ' Shop N'Win' contest and its prize of 1m Tesco Clubcard points, worth M$ 10,000 ( around £ 2,000). In an interview with his local newspaper Starmetro, he said he was planning on spending his points on baby and children's products for his young family. Then there was Anvar Abdul, the lucky winner of a new Hyundai Accent car from Tesco. " I'm very lucky to win this car," he told Starmetro. " I like shopping at Tesco because parking is convenient, the prices are reasonable and the store has everything I need under one roof." Happy customers The growth and sales figures for Tesco in Asia speak for themselves and show that Tesco's willingness to adapt its customer offering, while remembering to say thank you, is working. In South Korea, any colour you like as long as it's any colour you like

51 global market for example, Tesco Homeplus was number one in the National Customer Satisfaction Index. Proof that even in developing markets, becoming more relevant to individual customers is just as valid a strategy as slashing prices. We've established that a customer data strategy travels well; in the next chapter we'll provide more robust financial evidence as to why a customer strategy creates a win- win- win situation for retailers, brands and customers.