Scoring Points
How Tesco Continues to Win Customer Loyalty
2nd Edition
Published on 3. August 2008
304 pages
978-0-7494-6012-9 (ISBN)
Description
Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed. It explains in detail how Tesco collected, analysed and used customer data to become a retail giant, making customer loyalty marketing work when almost every other programme failed. By pairing its loyalty scheme with sophisticated information technology, Tesco set a new standard for knowing your customer.
Scoring Points is one of the seminal marketing books 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, from junior marketers or salespersons working in an FMCG environment, to any practitioner looking to better analyse their customer base.
Scoring Points is one of the seminal marketing books 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, from junior marketers or salespersons working in an FMCG environment, to any practitioner looking to better analyse their customer base.
More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
ISBN-13
978-0-7494-6012-9 (9780749460129)
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
Additional editions
Book
01/2015
2nd Edition
Kogan Page Ltd
€47.20
Shipment within 10-20 days
Book
08/2008
2nd Edition
Kogan Page Ltd
€47.40
Shipment within 10-20 days
Person
Clive Humby is chairman and founder of the world's leading customer science company dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor of Integrated Marketing at Northwestern University and Industrial Fellow at Kingston University.
Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include the AA, Barclays, British Gas, Cadbury's, The Economist, MINI, National Savings and Tesco. Along with Clive, Terry was a major influence behind the development, launch and creative management of Tesco Clubcard.
Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.
Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include the AA, Barclays, British Gas, Cadbury's, The Economist, MINI, National Savings and Tesco. Along with Clive, Terry was a major influence behind the development, launch and creative management of Tesco Clubcard.
Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.
Content
Chapter - 00: Introduction; Chapter - 01: Questions of loyalty; Chapter - 02: Making loyalty pay; Chapter - 03: Clubcard on trial; Chapter - 04: Because we can; Chapter - 05: Every little helped; Chapter - 06: Data, lovely data; Chapter - 07: Four Christmases a year; Chapter - 08: You are what you eat; Chapter - 09: Lifestyles become habits; Chapter - 10: Launching a bank; Chapter - 11: Babies, beauty and wine; Chapter - 12: A bigger deal; Chapter - 13: From mouse to house; Chapter - 14: Back to basics; Chapter - 15: Clubcard overseas; Chapter - 16: 'Tesco's most potent weapon'
