Scoring Points: How Tesco Is Winning Customer Loyalty
- 5h 15m
- Clive Humby, Terry Hunt, Tim Phillips
- Kogan Page
- 2003
Scoring Points is the dramatic, previously untold story of how Tesco used Clubcard -- its loyalty scheme -- to reinvent itself and its relationship with its customers, in the words of the people who were there. Between 1995 and the present day, Britain’s second largest grocer not only came to dominate supermarket selling in Britain, but created one of Europe’s fastest growing financial service companies, launched the world’s largest internet grocery business, and created a global retail giant selling everything from travel insurance to televisions. How? By getting to know its customers better.
Clive Humby and Terry Hunt have helped to mastermind this spectacular transformation. With Tim Phillips, one of the UK’s top business journalists, they now tell the inside story. This is a fascinating behind-the-scenes look at what customer loyalty means, how it works -- how it will change the way companies sell...and the way we shop.
About the Authors
Clive Humby is chairman and founder of leading UK marketing analysts dunhumby, whose blue chip client list includes Tesco, Tesco Personal Finance, BMW, House of Fraser, Centrica, Lever Faberge, Procter & Gamble and major retailers around the world such as Kroger (US) and Coles Myer (Australia). Clive is also Visiting Professor, Integrated Marketing, at Northwestern University, Chicago.
Terry Hunt is chairman of EHS Brann, the second largest direct marketing agency in Europe with clients that include Tesco, the AA, British Gas, MINI, The Economist, Cadbury’s, National Savings, Peugeot 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 well-known business journalist and broadcaster. The author of two previous books, he writes regularly for the mainstream press, including The Wall Street Journal Europe, The International Herald Tribune, The Guardian and The Observer, and appears on BBC TV and Radio and Sky News.
In this Book
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Scoring Points—How Tesco Is Winning Customer Loyalty
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Foreword
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Introduction
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Questions of Loyalty
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Making Loyalty Pay
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Clubcard on Trial
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Because We Can
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Every Little Helped
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Data, Lovely Data
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Four Christmases a Year
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The Quarterly Me
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You Are What You Eat
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Lifestyles Become Habits
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Launching a Bank
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Babies, Beauty and Wine
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Chapter 13: A Bigger Deal
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From Mouse to House
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Chapter 15: Five Challenges for the Future
