Tesco, the UK’s largest supermarket chain, said yesterday that in a change of strategy it was easing off its use of “blunt” coupons, in favour of making personalised offers. Philip Clarke, Tesco’s chief executive, said yesterday that the group, which lent heavily on coupons earlier this year, would switch its focus to its Clubcard loyalty scheme, saying that it was “as important today as it’s ever been”. According to the Daily Telegraph, Clarke said that Clubcard and the insight it gave Tesco into consumers’ shopping habits was being put centre stage. It said that it was also using Clubcard to help it to overhaul its stores. Janet Smith, Tesco’s group loyalty officer, said: “The use of mass couponing that we’ve seen retailers slugging it out with are pretty blunt. They do drive footfall, but they are not as effective as more targeted couponing. We will be pulling back from that.” Smith said that the response rate was higher when customers were given discounts on items they typically bought rather than efforts to tempt them to try new products. *Matt Robins, global client director at Tesco Clubcard creator Dunnhumby, will be talking next week at M&C Report's Restaurant Conference, about loyalty card learnings from retail to restaurants.