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

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Overview

Swiping their grocery club's loyal-customer card has become second nature to shoppers these days. "Scoring Points" is one of the seminal marketing books of the last decade, telling 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 major influences behind 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.

One of the seminal marketing books of the last decade, this text tells the story of how British supermarket chain Tesco conceived, launched, and developed its hugely successful Clubcard program. The authors show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed.

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Editorial Reviews

From the Publisher

"This is the future of marketing. Read it and profit." — Professor Don Schultz, Northwestern University
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Product Details

  • ISBN-13: 9780749447526
  • Publisher: Kogan Page, Ltd.
  • Publication date: 2/1/2007
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 294
  • Product dimensions: 6.27 (w) x 9.48 (h) x 1.02 (d)

Meet the Author

Clive Humby is the chief information architect behind Tesco Customer Management and its segmentation program and co-founder of leading marketing analysts dunnhumby. He is Visiting Professor, Integrated Marketing, at Northwestern University, Chicago and Industrial Fellow at Kingston University and co-author of Scoring Points, 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 Tesco, British Gas, The Economist, Cadbury's, National Savings, and Barclays.

Tim Phillips has been a journalist for 20 years. He has written for publications such as The Wall Street Journal Europe and The Sunday Times. He writes the popular blog "Talk Normal" in an effort to combat the poor communication and corporate jargon in the workplace. He is the author of Knockoff and Fit to Bust and co-author of Scoring Points, all published by Kogan Page.

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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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