Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey

Mail Unleashed with Rory Sutherland

Feb 11, 2026•14 min•Season 1Ep. 17

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Episode description

How did mail help Tesco gain 21 million active members for its iconic Clubcard loyalty programme? You can find out from Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco.

Together, Tash and host Rory Sutherland share:

The inception of the Tesco Clubcard Loyalty Programme

How Tesco Clubcard data has helped shape its business offering

Why using both digital and physical media can create magical marketing moments

Mail's role in Tesco's customers statements and why this is so important to both Tesco and its customers

A successful direct mail campaign from Volvo

Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.

00:00 Intro

0:41 Welcome to Tash

01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme

04:38 Why physical mail is an important channel to reach Tesco customers

05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering?

07:11 Why are complimentary messages in different media formats more powerful?

09:14 Tash’s example of impactful direct mail – Volvo

12:57 Outro

Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.

She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and Campaign A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation.

Follow Tash.

LinkedIn - https://www.linkedin.com/in/tash-whitmey-2b7b87184/

Follow Rory.

LinkedIn - https://www.linkedin.com/in/rorysutherland/

X - https://x.com/rorysutherland

Watch the full episode.

Website - https://www.marketreach.co.uk/mail-unleashed/tash-whitmey-tesco

YouTube - https://youtu.be/MqvybypNN7E

LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/

X - https://x.com/MarketreachUK

Facebook - https://www.facebook.com/p/Marketreach-100057126832884/

TikTok - https://www.tiktok.com/@marketreachuk

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