The supermarket has overhauled the website today to move the emphasis away from functionality of the scheme and towards the rewards Clubcard offers.
Visitors to the site will now be able to rate and review the Clubcard rewards, which Tesco has illustrated with photography to create a more "emotional" experience.
Digital agency LBi has created the "flexible" new site, which Tesco will now develop in-house.
Katie McQuaid, Clubcard director at Tesco, claimed the website "brings to life the benefits of being a Clubcard member" and added the reviews aimed to "encourage members to try something new and make the most of everything that Clubcard has to offer".
News comes as Tesco aims to place greater emphasis on the Clubcard brand with a free entertainment service for Clubcard users.
Tesco will use its Blinkbox platform to provide TV and movie content via the Clubcard TV service, which will require customers to enter their 16-digit Clubcard number and postcode to access content.
The supermarket is developing the Clubcard TV proposition in its "digital campus", which will aim to make London the base of the most future-facing areas of its business.