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 Ed.D., Tim Phillips
     
 

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ISBN-10: 0749447524

ISBN-13: 9780749447526

Pub. Date: 02/01/2007

Publisher: Kogan Page, Ltd.

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.

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.

Product Details

ISBN-13:
9780749447526
Publisher:
Kogan Page, Ltd.
Publication date:
02/01/2007
Edition description:
Second Edition
Pages:
294
Product dimensions:
6.27(w) x 9.48(h) x 1.02(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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