esco’s Clubcard Challenges, powered by Eagle Eye’s Personalised Challenges solution, has been named the Best Global Loyalty Launch or Initiative at the 2025 International Loyalty Awards.
The award celebrates standout new loyalty initiatives launched in the past 12 months, from around the world, that combine innovation, creativity, and measurable impact – criteria that Clubcard Challenges met and exceeded amid tough competition.
Launched in May 2024, the Clubcard Challenges initiative invited Tesco Clubcard members to complete personalised challenges over a six-week period to unlock up to £50 in points. The challenge thresholds, created by Eagle Eye’s AI-driven personalisation engine, were tailored to each participant to maximise engagement. Tesco ran four campaigns, with the latest campaign being targeted to 10 million customers across the UK.
“This award is testament to the teams at both Tesco and Eagle Eye,” said Tim Mason, CEO, Eagle Eye. “It’s a clear demonstration of how smart technology, paired with a bold retailer vision, can transform loyalty from a transactional experience into something truly engaging – and commercially powerful. Personalisation is the key.”
Clubcard Challenges was met with strong customer engagement and enthusiasm. As the judges noted, “Clubcard Challenges stands out by transforming routine purchases into a fun, engaging experience where customers earn Clubcard points through gamified missions and digital progress tracking. Tesco has achieved remarkable results by leveraging advanced AI personalisation and data-driven insights.”
As evidenced by its success powering the Clubcard Challenges initiative, Eagle Eye’s Personalised Challenges solution has proved itself as an effective next-generation marketing and engagement tool for the grocery sector. While the International Loyalty Awards assessed only the proscribed implementation period of Clubcard Challenges, Eagle Eye remains Tesco’s trusted technology partner, and similar initiatives are likely to manifest in the near future.
“We’re proud of our ongoing relationship with Tesco and of this joint award in particular,” added Mason. “We look forward to building on this success in the months ahead.”
