Grocery giant Asda is trialling a new loyalty app called Asda Rewards with staff at 16 of its stores, focusing on giving them ‘pounds not points’ rewards.

Retail Week understands the app will only be made available to staff in stores in the West Midlands and West Yorkshire and is part of the retailer’s test-and-learn strategy to understand how a loyalty scheme would work, before potentially being rolled out to customers. 

Staff participating in the trial will be able to download the app and use it to build cash rewards in a pot each time they buy a “star product” or complete “in-app missions”. 

An example on an in-app mission given by an Asda spokesman was if a staff member bought five items of fruit or vegetables in their shop, 50p would be added to their pot. 

Once the app is downloaded, customers can scan it at checkout to begin building cash rewards that can be redeemed as vouchers and spent in-store. The app will also allow staff to browse personalised shopping missions and rewards that help build their cash pot. 

Asda said it will use feedback from the trial to “develop the app and refine the proposition before deciding whether to extend the trial to customers”. 

Vice president, customer proposition and planning, Matt McLellan said: ”We know that getting great value really matters to our customers. This trial will explore how we can offer them even more of what they want when they shop in our stores – giving them cash rewards for buying great products and having a bit of fun whilst they do it.

“As our colleagues are also loyal customers, we think they’re the best people to give us really insightful feedback on Asda Rewards that we can use to develop the programme going forward.”

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