Scoring Points: How Tesco Continues to Win Customer Loyalty

Front Cover
Kogan Page Publishers, Aug 3, 2008 - Business & Economics - 304 pages
3 Reviews
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.
  

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Review: Scoring Points: How Tesco Continues to Win Customer Loyalty

User Review  - Bruce Humbert - Goodreads

Very good summary of how to use data to grow a brand and a business Read full review

Review: Scoring Points: How Tesco Continues to Win Customer Loyalty

User Review  - Zabetta Camilleri - Goodreads

Below average is an understatement. I've read business school case studies that were more insightful Read full review

Contents

Introduction
1
1 Questions of loyalty
7
2 Making loyalty pay
19
3 Clubcard on trial
34
4 Because we can
57
5 Every little helped
67
6 Data lovely data
90
7 Four Christmases a year
108
10 Launching a bank
150
11 Babies beauty and wine
169
12 A bigger deal
188
13 From mouse to house
211
14 Back to basics
233
15 Clubcard overseas
254
16 Tescos most potent weapon
271
Acknowledgements
283

8 You are what you eat
122
9 Lifestyles become habits
137

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About the author (2008)

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.

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