Scoring Points: How Tesco Continues to Win Customer Loyalty

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Kogan Page Publishers, Aug 3, 2008 - Business & Economics - 304 pages
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Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed. It explains in detail how Tesco collected, analysed and used customer data to become a retail giant, making customer loyalty marketing work when almost every other programme failed. By pairing its loyalty scheme with sophisticated information technology, Tesco set a new standard for knowing your customer. 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, from junior marketers or salespersons working in an FMCG environment, to any practitioner looking to better analyse their customer base.
 

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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 the world's leading customer science company dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor of Integrated Marketing at Northwestern University 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 the AA, Barclays, British Gas, Cadbury's, The Economist, MINI, National Savings and Tesco. Along with Clive, Terry was a major influence 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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