Tesco has made a major change to the way its Clubcard works but only for some shoppers.

The supermarket chain has launched a trial which will see Clubcard customers sent new offers every Wednesday, on top of their other deals.

These discounts will be tailored specifically to customers based on their shopping habits, giving them reduced prices on their favourite products.

But the ‘Your Clubcard Prices’ trial has currently only been rolled out to selected shoppers, and as yet is not a UK-wide feature for all Clubcard members.

Those who are taking part in the trial will receive their personalised offers land in the Tesco app every Wednesday and the discounts will remain valid for seven days.

What is included in these discounts will vary from shopper to shopper as the offers are based on a customers’ previous purchase history. 

A Tesco spokesperson said: “We are constantly looking for ways to make Clubcard work harder for our customers. And with Clubcard Prices on thousands of products, it is already saving customers up to £385 on the annual cost of their groceries.

“We are currently offering Your Clubcard Prices to a trial group of our Clubcard members, giving them offers on products they regularly buy at Tesco, in addition to the thousands of Clubcard Prices available to all Clubcard members each week.”

The trial comes following Tesco’s Clubcard Challenges campaign last year which saw the supermarket partner with AI technology company Eagle Eye to give three million loyalty card members the chance to win £50 for taking part in personalised shopping challenges.

Rival supermarket Morrisons has also teamed up with Eagle Eye for the development of its More card, launching a permanent personalised loyalty scheme called My Points Booster last year. The scheme allows More card members to select up to 10 leading brands from a personalised list of their favourite items.

The use of the AI technology is now enabling shoppers to get more personalised offers, expanding on the pioneering Pick Your Own scheme launched by Waitrose in 2015, which was the first to offer personalised reductions to loyal customers.

If you don’t have a Tesco Clubcard it is free to register for one online. Shoppers can earn Clubcard points for every £1 spent at Tesco and these can be turned into vouchers, with every 150 points worth £1.50 in Clubcard vouchers.

The vouchers remain valid for two years and can be spent in store or online, and can be doubled in value when redeemed with one of Tesco’s 100 Reward Partners, which include Disney+, Virgin Atlantic Flying Club, ASK Italian, Pizza Express, the RAC and Cineworld.