Scoring Points: How Tesco Continues to Win Customer Loyalty

Scoring Points: How Tesco Continues to Win Customer Loyalty

by Clive Humby, Terry Hunt, Tim Phillips
     
 

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Scoring Points tells the dramatic story of how Tesco 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. …  See more details below

Overview

Scoring Points tells the dramatic story of how Tesco 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, and illustrate the benefits for Tesco and its customers. 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.

Editorial Reviews

Northwestern University - Professor Don Shultz
"This is the future of marketing. Read it and profit."
Chain Store Age
"Thought provoking."
From the Publisher
"Thought provoking." — Chain Store Age

Product Details

ISBN-13:
9780749460129
Publisher:
Kogan Page, Ltd.
Publication date:
08/03/2008
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
304
File size:
2 MB

What People are saying about this

From the Publisher
"Thought provoking." — Chain Store Age

Meet the Author

Clive Humby is chairman and founder of leading marketing analysts dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor, Integrated Marketing, at Northwestern university, Chicago 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 Tesco, the AA, British Gas, MINI, The Economist, Cadbury's, National Savings, and Barclays. As leading specialists in data-driven marketing, CRM, segmentation and customer loyalty, Clive and Terry together have been major influences 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 Tesco, the AA, British Gas, MINI, The Economist, Cadbury's, National Savings, and Barclays. As leading specialists in data-driven marketing, CRM, segmentation and customer loyalty, Clive Humby and Terry Hunt together have been major influences behind the development, launch and creative management of Tesco Clubcard.

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