Scoring Points: How Tesco Continues to Win Customer Loyalty / Edition 2

Scoring Points: How Tesco Continues to Win Customer Loyalty / Edition 2

by Clive Humby, Terry Hunt, Tim Phillips
     
 

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ISBN-10: 0749453389

ISBN-13: 9780749453381

Pub. Date: 09/01/2008

Publisher: Kogan Page, Ltd.

Swiping a grocery store's loyal-customer card has become second nature to shoppers these days.  Scoring Points, one of the seminal marketing books of the last decade, tells the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program — and transformed itself into a winning brand.

Overview

Swiping a grocery store's loyal-customer card has become second nature to shoppers these days.  Scoring Points, one of the seminal marketing books of the last decade, tells the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program — and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt, two key members of the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard — the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.

Product Details

ISBN-13:
9780749453381
Publisher:
Kogan Page, Ltd.
Publication date:
09/01/2008
Edition description:
Second Edition
Pages:
304
Product dimensions:
6.10(w) x 9.10(h) x 0.90(d)

Table of Contents

1. Questions of loyalty    

2. Making loyalty pay

3. Clubcard on trial           

4. Because we can             

5. Every little helped    
6. Data, lovely data           

7. Four Christmases a year   

8. You are what you eat     

9. Lifestyles become habits   

10. Launching a bank   

11. Babies, beauty and wine   

12. A bigger deal   

13. From mouse to house  

14. Back to basics     

15. Clubcard overseas    

16. ‘Tesco’s most potent weapon’ 

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