- Includes pragmatic lessons and anecdotes, including those relating to the difficulty of getting some customer groups to join Clubcard
- Exposes myths about the industry
- Examines both the US and UK markets through the authors' work with Tesco and Kroger
Scoring Points
How Tesco Continues to Win Customer Loyalty
Go behind the scenes at Tesco and learn best practice from the successes and failures of their development of the world's most successful retail loyalty scheme.
Key features at a glance
EAN: 9780749453381
Edition: 2
Published:
Format: 233x155
312 pages
About the book
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.
About the authors
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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