Scoring points : how Tesco continues to win customer loyalty

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Title:

Author:

Humby, Clive.

ISBN:

9780749453381

Personal Author:

Humby, Clive.

Edition:

2nd ed.

Publication Information:

Physical Description:

x, 294 pages : color illustrations ; 24 cm

General Note:

Includes index.

Contents:

Questions of loyalty -- Making loyalty pay -- Clubcard on trial -- Because we can -- Every little helped -- Data, lovely data -- Four Christmases a year -- The quarterly me -- You are what you eat -- Lifestyles become habits -- Launching a bank -- Babies, beauty and wine -- A bigger deal -- From mouse to house -- Five challenges for the future.

Corporate Subject:

Tesco (Firm) -- History -- 20th century.

Subject Term:

Customer loyalty programs -- Case studies.

Added Author:

Hunt, Terry, 1955-

Phillips, Tim, 1967-

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/ecip0815/2008013334.html
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=020214159&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:GEN-BOOK	000113110	658.812 HUM	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000035779	658.812 HUM	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000012066	658.812 HUM	1	Searching... Unknown

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Summary

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.