LOS ANGELES - In an effort to jumpstart sales, Tesco is planning to launch a version of its U.K. Clubcard loyalty program at its U.S. stores, the Financial Times reports.

Tim Mason, CEO of Fresh & Easy, said the company??s 176 stores (214 by the February 2012) are ready to support a loyalty scheme, with the hope that it would reverse losses at the chain. The program will be called the Friends of Fresh & Easy, and it will be based on Tesco??s Clubcard program in the U.K.

"Clubcard has always been, from the very first day we launched it, the icing on the cake, not the cake itself, and so, therefore, you have to have an established business that is delivering every day for customers before introducing it," Mason said.

Mason said the Friends card differs from any other loyalty program in the U.S., as customers will be required to sign up for the card in order to obtain lower prices on select products.

The card will replace coupons that Fresh & Easy currently uses to drive traffic and comes at a "crucial point for the group," the Financial Times notes, as the company has set a target of breaking even in the U.S. by the end of the 2012-2013 financial year.

The U.S. loyalty card will allow customers to register to receive twice-monthly emails with information and special offers. It builds on the company??s Friends of Fresh & Easy program that has roughly 360,000 registrants.

The new card will offer a point for every dollar spent at Fresh & Easy, rewarding customers digitally. A pilot program will launch first in Bakersfield this autumn. Pending the success of the program, it could roll out across the company??s footprint by the end of February.