The world’s most successful retail loyalty scheme, Tesco Clubcard, launched Green Clubcard points in August 2006. The programme claims over 13 million active member accounts – you probably have one too, even if you don’t want to admit to it. Like other schemes, card holders typically earn 1 point for every £1 they spend in stores, online and through selected partners, like E.ON the energy company.

Tesco sticks out for a number of reasons, not all of them good. Notwithstanding the criticisms of many Tesco policies, it is difficult to challenge the success of their loyalty programme, which is comprehensively documented in Humby, Hunt and Phillips’ fascinating 2003 book “Scoring Points”.

Turning to Green Clubcard points, there was some fanfare surrounding the launch, which revolved around the re-use of carrier bags. The big idea was that checkout staff would ask customers how many bags were “reused” during that shopping trip before allocating a number of points. Clubcard points appear on quarterly statements mailed to Customers and there is now a separate box for 'green' points.

At different times Tesco have increased the number of Green Clubcard Points you get, e.g. double Green Clubcard Points on organic `and Fairtrade products. Great idea.

They have also created a greener living area, click on Environment from the main Tesco.com website. This has a quite comprehensive selection of goods for purchase from gadgets and electricals through to home and garden, and the usual array of helpful tips and advice.

The cynics will say Tesco is being opportunistic and cashing in on green, only now that it is a very viable commercial niche. So, what do we think? Leaving aside whether the great behemoth is a valid participant in the green economy for now, we obviously think the idea of rewarding people with extra green points has considerable merit. However, you don’t get more green points as far as we can see, except during limited offer periods. A missed opportunity, surely?

Also, where is that nice big green button on the Tesco Direct website, which is where most people are likely to be browsing or shopping. This on it’s own could have a far greater and transformational effect on Tesco shopper’s behaviours, since so few of us start our purchasing process from a green angle.

So, Tesco Green Clubcard is a bit different from other points schemes, in that you can get green points rather than standard points for greener purchases. But apart from that the points are actually worth the same and can be redeemed in the usual way. Also what constitutes green is a bit opaque.

In conclusion we give them a feeble 3/10 – Must do better! I’m off now to buy a handful of shares like Hugh Fearnley-Whittingstall (gosh I spelt that right first time!) so that I too can vote on stuff at their next AGM, and maybe lob in a motion about green points.