Tesco
Moving millions from plastic to digital
Tesco Central Europe used NeoDay to move Clubcard customers in Hungary, Czechia and Slovakia from the plastic card to the Clubcard app. A hybrid scratch-card campaign, run together with MAGNEDS, turned in-store purchases into a digital game. In three months it generated over 2 million scratch-card plays and more than 100,000 new app downloads, with an 800% conversion on the first gamified mechanic.
Gamified mechanics gave shoppers a reason to return, and rewards that feel like play replaced standard couponing. The campaign won Best Retail Loyalty Program of the Year (Worldwide) and Best Short-Term Loyalty Initiative (Worldwide) at the 2025 International Loyalty Awards in Dubai, plus a Highly Commended for Best Gamification. Read the award story.
From problem to results
The Problem
Tesco wanted Clubcard customers in Hungary, Czechia and Slovakia to switch from the plastic card to the app, while lifting app downloads and in-store sales.
The solution
Shoppers got a physical scratch card with in-store purchases. A unique QR code unlocked a digital scratch card in the Clubcard app, with instant rewards.
The results
In three months: over 2 million scratch-card plays, more than 100,000 new app downloads and two International Loyalty Awards in 2025.
Repeated app usage: hybrid digital scratch cards
After a purchase in store, shoppers received a physical scratch card with a unique QR code. Scanning it opened a digital scratch-card game inside the Tesco Clubcard app, with instant rewards such as points, coupons or daily prizes, plus a raffle entry for major prizes. NeoDay's platform handled the step from store to app, the reward logic and real-time tracking, so Tesco could run the campaign in three countries at once.
Increase in-store spending: free spin per purchase
A Wheel of Fortune campaign rewarded in-store purchases: shoppers earned points with every purchase and used them to spin a digital wheel for rewards. Because NeoDay's loyalty technology was already integrated into the Tesco app, new campaigns like this went live without a new IT project, with customizable rewards, real-time tracking and flexible campaign management.
"A smart activation that delivers both short-term commercial results and long-term brand-customer relationships." Jurgen Swaans, NeoDay, on the award-winning campaign
