Scoring Points: How Tesco Continues to Win Customer Loyalty

Front Cover
Kogan Page Publishers, 2007 - Business & Economics - 294 pages
3 Reviews
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.
 

What people are saying - Write a review

User Review - Flag as inappropriate

must read

Contents

III
7
V
9
VI
14
VII
16
VIII
19
IX
24
X
27
XI
30
LV
148
LVI
150
LVIII
153
LIX
157
LX
160
LXI
164
LXII
167
LXIII
169

XII
32
XIII
34
XV
39
XVI
45
XVII
49
XVIII
51
XIX
57
XXI
59
XXII
63
XXIII
64
XXIV
67
XXVI
68
XXVII
71
XXVIII
76
XXIX
81
XXX
90
XXXII
95
XXXIII
97
XXXIV
101
XXXV
105
XXXVI
108
XXXVIII
110
XXXIX
112
XL
114
XLI
117
XLII
119
XLIII
122
XLV
123
XLVI
126
XLVII
129
XLVIII
132
XLIX
134
L
137
LII
141
LIII
145
LIV
146
LXIV
173
LXV
175
LXVI
181
LXVII
185
LXVIII
188
LXIX
189
LXX
191
LXXI
196
LXXII
201
LXXIII
205
LXXIV
211
LXXV
215
LXXVI
217
LXXVII
220
LXXVIII
223
LXXIX
229
LXXX
231
LXXXI
233
LXXXII
235
LXXXIII
238
LXXXIV
250
LXXXV
254
LXXXVI
256
LXXXVII
260
LXXXVIII
264
LXXXIX
268
XC
270
XCI
271
XCII
272
XCIII
273
XCIV
276
XCV
279
XCVI
281
XCVII
283
XCVIII
285
Copyright

Other editions - View all

Common terms and phrases

About the author (2007)

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.

Bibliographic information