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Scoring Points: How Tesco Continues to Win Customer Loyalty

Authors: Clive Humby, Terry Hunt, Tim Phillips
Publisher: Kogan Page Ltd
Category: Book

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Rating: 4.5 out of 5 stars

2 reviews
Sales Rank: 97031

Media: Paperback
Edition: 2nd Ed
Number Of Items: 1
Pages: 304
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 6.1 x 0.9

ISBN: 0749453389
Dewey Decimal Number: 658.812
EAN: 9780749453381
ASIN: 0749453389

Publication Date: August 3, 2008 (New: Last 30 Days)
Availability: Usually dispatched within 1-2 business days
Shipping: International shipping available
Condition: Brand New. Shipped from UK Mainland. Delivery is usually 4 - 5 working days from order by Royal Mail, International Delivery is by Airmail.

Also Available In:

•	Hardcover - Scoring Points: How Tesco Continues to Win Customer Loyalty

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Customer Reviews:

4 out of 5 stars

Fascinating insight into Tesco's use of customer purchasing data August 24, 2007
1 out of 1 found this review helpful

What comes out clearly from this fascinating book on the evolution of the Tesco Clubard is that Clubard is not a stand-alone loyalty programme. It is fundamentally integral to the way Tesco does business, driven by the company's marketing philosophy of "Every Little Helps" where Tesco seeks to create a long-term benefit to the customer (or more likely, the customer perception of a long-term benefit). In return for this benefit, Tesco receives an incredibly valuable insight into customer behaviour. This insight allows Tesco to take full advantage of that behaviour.

The data collected through Clubard underpins Tesco's power. However, it is their ability to analyse the data that has enabled Tesco's rise to market dominance. The book describes in some detail how the analysis has evolved over the lifetime of Clubcard, from basically nothing through to the no-limits of today.

The book is frustratingly positive about the Clubcard programme, glossing over some of the problems and weaknesses it has faced, making it appear that what Tesco does is the only way forward. Allowing the inclusion of more reality, and describing in more detail some of the failures that there must have been, would have given the reader a greater sense of the journey taken by the programme creators, to get idea of what must have been the numerous struggles in getting the programme right.

Overall, an excellent read. It's making me think every time I hand over one of the numerous loyalty cards that I carry. What does what I'm buying say about me? How much has having the card influenced my decision to make the purchase? Have I been caught by the retailer's marketing? Many questions.

5 out of 5 stars

Tesco, Clubcard and its loyalty program November 8, 2006
1 out of 2 found this review helpful

A very detailed but lively, informative and engaging book on Tesco's launch of of its loyalty card, Clubcard and subsequent efforts to keep Clubcard fresh.
The book also details the effects of Clubcard on Tesco's business in general and claims that in the UK, at least, Tescos strategy and Clubcard are inextricable.