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Scoring Points : How Tesco Continues to Win Customer Loyalty by Tim Phillips, Clive Humby and Terry Hunt (2008, Trade Paperback)
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Scoring Points : How Tesco Continues to Win Customer Loyalty, Paperback by Humby, Clive; Hunt, Terry; Phillips, Tim, ISBN 0749453389, ISBN-13 9780749453381, Brand New, Free shipping in the US Tesco is the UK's number one retailer, and the third largest retailer in the world. In 1995, the company launched the Tesco Clubcard, the world's most successful retail loyalty scheme. Humby, the chief information architect behind Tesco's customer management and segmentation program, tells the story of how the Clubcard program was developed. This second edition includes a new chapter detailing how Kroger (the largest US grocery retailer) has adapted these methods for the US retail market. Annotation ©2008 Book News, Inc., Portland, OR ()
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About this product
Product Identifiers
PublisherKogan Page, The Limited
ISBN-100749453389
ISBN-139780749453381
eBay Product ID (ePID)66014062
Product Key Features
Number of Pages312 Pages
Publication NameScoring Points : How Tesco Continues to Win Customer Loyalty
LanguageEnglish
SubjectMarketing / General, Customer Relations, International / General, Advertising & Promotion
Publication Year2008
TypeTextbook
AuthorTim Phillips, Clive Humby, Terry Hunt
Subject AreaBusiness & Economics
FormatTrade Paperback
Dimensions
Item Height0.1 in
Item Weight16.5 Oz
Item Length0.9 in
Item Width0.6 in
Additional Product Features
Edition Number2
Intended AudienceCollege Audience
LCCN2008-013334
Dewey Edition22
Reviews"If you're in marketing and you don't know the Tesco story, you're using antiquated techniques and approaches. This is the future of marketing. Read it and profit."Professor Don Schultz, Northwestern University, USA"A compelling behind-the-scenes account of the successes, the failures and the lessons learnt."World Advertising Research Center"Details the advent of a loyalty programme that set the standard for rivals."The Independent"Tesco… is the rare success in a landscape littered with failed customer-relationship programs."Harvard Business Review"A story of leadership in marketing and of making the idea of "customer orientation work for customers and for staff."Allaboutbranding.com"Will be read avidly by all those trying to emulate Tesco's success, and well it should."Loyalty"Recounts how a mass retailer transformed itself into a membership brand and looks at the successes, failures and lessons learned."In-Store"A fascinating insight into database marketing. Tesco has developed an impressive tool for communicating with its customers, something to which every major retailer must aspire."Media Week"The inside story of how Tesco managed to make their Clubcard scheme work."Marketing Business"Thought-provoking and relatively balanced chapters for those interested in card strategy."Chain Store Age"A host of exciting insights into one of the most important developments in marketing in two decades."Simon Waugh, Group Marketing Director, Centrica"Filled with insightful multidisciplinary examples and detailed data analysis . . . an absolute must read for anyone who has to connect with today's consumer."Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide"The story of Tesco's gutsy, groundbreaking experiment with IT and a textbook example of how the Digital Age keeps making it possible for smart, daring businesspeople to rewrite the rules of commerce."Get Abstract"An excellent account of leadership in marketing."Professional Manager"Fascinating account of how a major retailer has transformed itself into a membership brand."Long Range Planning"Ten million shoppers can't be wrong. Here you can find out why."The Bookseller"Tesco Clubcard is the world's most successful retail loyalty scheme…Tesco emerges as very different to the uncaring monolith of media lore."The Grocer"Details the pioneering effor, "If you're in marketing and you don't know the Tesco story, you're using antiquated techniques and approaches. This is the future of marketing. Read it and profit." Professor Don Schultz, Northwestern University, USA "A compelling behind-the-scenes account of the successes, the failures and the lessons learnt." World Advertising Research Center "Details the advent of a loyalty programme that set the standard for rivals." The Independent "Tesco… is the rare success in a landscape littered with failed customer-relationship programs." Harvard Business Review "A story of leadership in marketing and of making the idea of "customer orientation work for customers and for staff." Allaboutbranding.com "Will be read avidly by all those trying to emulate Tesco's success, and well it should." Loyalty "Recounts how a mass retailer transformed itself into a membership brand and looks at the successes, failures and lessons learned." In-Store "A fascinating insight into database marketing. Tesco has developed an impressive tool for communicating with its customers, something to which every major retailer must aspire." Media Week "The inside story of how Tesco managed to make their Clubcard scheme work." Marketing Business "Thought-provoking and relatively balanced chapters for those interested in card strategy." Chain Store Age "A host of exciting insights into one of the most important developments in marketing in two decades." Simon Waugh, Group Marketing Director, Centrica "Filled with insightful multidisciplinary examples and detailed data analysis . . . an absolute must read for anyone who has to connect with today's consumer." Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide "The story of Tesco's gutsy, groundbreaking experiment with IT and a textbook example of how the Digital Age keeps making it possible for smart, daring businesspeople to rewrite the rules of commerce." Get Abstract "An excellent account of leadership in marketing." Professional Manager "Fascinating account of how a major retailer has transformed itself into a membership brand." Long Range Planning "Ten million shoppers can't be wrong. Here you can find out why." The Bookseller "Tesco Clubcard is the world's most successful retail loyalty scheme…Tesco emerges as very different to the uncaring monolith of media lore." The Grocer "Details the pioneering effor, "This is the future of marketing. Read it and profit." -- Prof. Don Shultz, Northwestern University
IllustratedYes
Dewey Decimal658.8/12
Table Of Content** Chapter - 00: Introduction; ** Chapter - 01: Questions of loyalty; ** Chapter - 02: Making loyalty pay; ** Chapter - 03: Clubcard on trial; ** Chapter - 04: Because we can; ** Chapter - 05: Every little helped; ** Chapter - 06: Data, lovely data; ** Chapter - 07: Four Christmases a year; ** Chapter - 08: You are what you eat; ** Chapter - 09: Lifestyles become habits; ** Chapter - 10: Launching a bank; ** Chapter - 11: Babies, beauty and wine; ** Chapter - 12: A bigger deal; ** Chapter - 13: From mouse to house; ** Chapter - 14: Back to basics; ** Chapter - 15: Clubcard overseas; ** Chapter - 16: 'Tesco's most potent weapon'
SynopsisGo 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., 'Scoring Points' tells the story of how Tesco Clubcard was conceived, launched and developed. It shows how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed., 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.
LC Classification NumberHF5415.525.H85 2008
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