Scoring Points How Tesco Continues to Win Customer Loyalty

ISBN-10: 0749447524

ISBN-13: 9780749447526

Edition: 2nd 2006 (Revised)

List price: $35.00
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Description:

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.
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Book details

List price: $35.00
Edition: 2nd
Copyright year: 2006
Publisher: Kogan Page, Limited
Publication date: 2/1/2007
Binding: Hardcover
Pages: 304
Size: 6.25" wide x 9.50" long x 1.25" tall
Weight: 1.386
Language: English

Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, British Gas, The Economist, Cadbury's, National Savings, and Barclays.

Clive Humby is the chief information architect behind Tesco Customer Management and its segmentation program and co-founder of leading marketing analysts dunnhumby. He is Visiting Professor, Integrated Marketing, at Northwestern University, Chicago and Industrial Fellow at Kingston University and co-author of Scoring Points , also published by Kogan Page.

Foreword
Introduction
Questions of loyalty
In the beginning
What is loyalty?
The secrets of success
Is customer loyalty genuine?
Making loyalty pay
The economics of loyalty marketing
Playing a zero sum game
The foundations of a loyalty scheme
Four loyalty 'currencies'
Does a loyalty programme pay?
Clubcard on trial
The trials
Tesco and loyalty in history
Project Omega
The DNA of loyalty
Rediscovering the customer
Because we can
The national launch
The need for speed
'Electronic Green Shield Stamps' catch on
What made the launch a success?
Every little helped
The Clubcard effect
The loyalty contract
The first quarterly mailing
Waiting for the zero sum effect
Maintaining momentum
Data, lovely data
Drinking from the fire hose
Measuring customer loyalty
The problems with data warehouses
Making a warehouse work
What Tesco learnt about data
Four Christmases a year
The Banana Man of Worcester
To mail, or not to mail?
Auditing the Clubcard statement
Licensed to print money
The'Quarterly me'
What Tesco learnt about mail
You are what you eat
Five years of work
Five problems for the data to solve
The loyalty cube
Discovering that you are what you eat
Baskets become Buckets
Buckets become Lifestyles
Lifestyles become habits
Using all the data
The Rolling Ball
Shopping Habits
Big Brother
Segments at work
Launching a bank
Clubcard Plus
Outbanking the banks
The bank of Tesco
Sainsbury's bites back
A new way of banking
The Clubcard effect in a new business
Babies, beauty and wine
Strengthening the bond
The inner circle
Baby Club
Clubcard pizza
What Tesco learnt about 'sub-clubs'
A bigger deal
Partners for Clubcard
Solo, shared and outsourced
The early Clubcard partnerships
Clubcard Deals
Broadening the offer
From mouse to house
'It's our job to make home shopping work'
Tesco on the internet
Real shoppers, real stores, real advantage
The bubble that didn't burst
How it's different online
Becoming a non-food e-tailer
How Clubcard helped Tesco.com
Back to basics
Ask the audience
Simplifying Clubcard
Simple marketing
Clubcard overseas
Is customer loyalty the same everywhere?
Crossing the Atlantic
Slaughtering sacred cows
Dunnhumby USA
A journey with Kroger
'Tesco's most potent weapon'
A critical function
Smart weapons in the price war
The Shop
Making promotions work harder
Three little words
Acknowledgements
Index
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