Scoring Points
How Tesco Continues to Win Customer Loyalty
1st Edition
Published on 3. October 2003
Book
Hardback
272 pages
978-0-7494-3578-3 (ISBN)
Description
Praise and Reviews
"If you`re in marketing and you don`t know the Tesco story, you`re using antiquated techniques and approaches. This is the future of marketing. Read it and profit."
Professor Don Schultz, Northwestern University, USA
"A host of exciting insights into one of the most important developments in marketing in two decades."
Simon Waugh, Group Marketing Director, Centrica
"Filled with insightful multidisciplinary examples and detailed data analysis . . . an absolute must read for anyone who has to connect with today`s consumer."
Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide
"Ten million shoppers can`t be wrong. Here you can find out why."
THE BOOKSELLER, July 2003
Tesco Clubcard is the world's most successful retail loyalty scheme.
Since 1995, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom's number one retailer, but also the world's most successful Internet supermarket, one of Europe's fastest growing financial service companies and arguably one of the world's most successful exponents of Customer Relationship Management (CRM).
Scoring Points is the dramatic, previously untold story of how Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco's spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the lessons learnt.
The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers.
Scoring Points is one of the seminal marketing stories of the last decade. A fascinating tale of what can be achieved through vision, a strong team ethic and a company-wide commitment to customer satisfaction, it is an inspirational read for anyone in business.
"If you`re in marketing and you don`t know the Tesco story, you`re using antiquated techniques and approaches. This is the future of marketing. Read it and profit."
Professor Don Schultz, Northwestern University, USA
"A host of exciting insights into one of the most important developments in marketing in two decades."
Simon Waugh, Group Marketing Director, Centrica
"Filled with insightful multidisciplinary examples and detailed data analysis . . . an absolute must read for anyone who has to connect with today`s consumer."
Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide
"Ten million shoppers can`t be wrong. Here you can find out why."
THE BOOKSELLER, July 2003
Tesco Clubcard is the world's most successful retail loyalty scheme.
Since 1995, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom's number one retailer, but also the world's most successful Internet supermarket, one of Europe's fastest growing financial service companies and arguably one of the world's most successful exponents of Customer Relationship Management (CRM).
Scoring Points is the dramatic, previously untold story of how Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco's spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the lessons learnt.
The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers.
Scoring Points is one of the seminal marketing stories of the last decade. A fascinating tale of what can be achieved through vision, a strong team ethic and a company-wide commitment to customer satisfaction, it is an inspirational read for anyone in business.
Reviews / Votes
"Thought-provoking and relatively balanced chapters for those interested in card strategy." * Chain Store Age *More details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Product notice
Cloth over boards
Dimensions
Height: 234 mm
Width: 156 mm
ISBN-13
978-0-7494-3578-3 (9780749435783)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
08/2008
2nd Edition
Kogan Page Ltd
€47.40
Shipment within 10-20 days
Person
Terry Hunt
Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, the AA, British Gas, MINI, The Economist, Cadbury's, National Savings, and Barclays.
Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, the AA, British Gas, MINI, The Economist, Cadbury's, National Savings, and Barclays.
Content
Contents About the authors Foreword Acknowledgements Introduction 1. Questions of loyalty In the beginning What is loyalty? The secrets of success Is customer loyalty genuine? 2. Making loyalty pay The economics of loyalty marketing Playing a zero sum game The foundations of a loyalty scheme Four loyalty 'currencies' Does a loyalty programme pay? 3. Clubcard on trial The trials Tesco and loyalty in history Project Omega The DNA of loyalty Rediscovering the customer 4. Because we can The national launch The need for speed Electronic Green Shield Stamps catch on What made the launch a success? 5. Every little helped The Clubcard effect The loyalty contract The first quarterly mailing Waiting for the zero sum effect Maintaining momentum 6. Data, lovely data Drinking from the fire hose Measuring customer loyalty The problems with data warehouses Making a warehouse work What Tesco learnt about data 7. Four christmases a year The Banana Man of Worcester To mail, or not to mail? Auditing the Clubcard statement Licensed to print money What Tesco learnt about mail 8. The quarterly me Clubcard Magazine Segmenting the magazine Keeping the magazine fresh 9. You are what you eat Five years of work Five problems for the data to solve The loyalty cube Discovering that you are what you eat Baskets become Buckets Buckets become Lifestyles 10. Lifestyles become habits Using all the data The Rolling Ball Shopping habits Segments at work 11. Launching a bank Clubcard Plus Outbanking the banks The bank of Tesco Sainsbury's bites back A new way of banking The Clubcard effect in a new business 12. Babies, beauty and wine Strengthening the bond The inner circle Baby Club Clubcard pizza What Tesco learnt about 'sub-clubs' 13. A bigger deal Partners for Clubcard Solo, shared and outsourced The early Clubcard partnerships Clubcard deals Deals becomes Freetime 14. From mouse to house 'It's our job to make home shopping work' Tesco on the Internet Real shoppers, real stores, real advantage The bubble that didn't burst How it's different online Becoming a non-food e-tailer How Clubcard helped Tesco.com 15. Five challenges for the future Ten years on Can Clubcard become a global scheme? Can Clubcard remain the most popular loyalty programme in the UK? Can Clubcard make promotions work better? Can Clubcard issue instant rewards? Can Clubcard help Tesco's suppliers? The customer contract renewed Index