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

Hunt, Terry

Hardcover

ISBN 10: 0749447524 ISBN 13: 9780749447526

Publisher: Kogan Page, 2006

Synopsis

<p>Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco's spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the lessons learnt.</p><p> The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, the benefits for Tesco and its customers.</p><p> 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.</p>

About this title

About the Author

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

Excerpt. © Reprinted by permission. All rights reserved.

<p><b>Introduction </b></p><p> <b>1. Questions of loyalty </b></p><p> In the beginning</p><p> What is loyalty?</p><p> The secrets of success</p><p> Is customer loyalty genuine?</p><p> <b>2. Making loyalty pay</b></p><p> The economics of loyalty marketing</p><p> Playing a zero sum game</p><p> The foundations of a loyalty scheme</p><p> Four loyalty 'currencies'</p><p> Does a loyalty programme pay?</p><p> <b>3. Clubcard on trial </b></p><p> The trials</p><p> Tesco and loyalty in history</p><p> Project Omega</p><p> The DNA of loyalty</p><p> Rediscovering the customer</p><p> <b>4. Because we can </b></p><p> The national launch</p><p> The need for speed</p><p> 'Electronic Green Shield Stamps' catch on</p><p> What made the launch a success?</p><p> <b>5. Every little helped </b></p><p> The Clubcard effect</p><p> The loyalty contract</p><p> The first quarterly mailing</p><p> Waiting for the zero sum effect</p><p> Maintaining momentum</p><p> <b>6. Data, lovely data </b></p><p> Drinking from the fire hose</p><p> Measuring customer loyalty</p><p> The problems with data warehouses</p><p> Making a warehouse work</p><p> What Tesco learnt about data</p><p> <b>7. Four Christmases a year </b></p><p> The Banana Man of Worcester</p><p> To mail, or not to mail?</p><p> Auditing the Clubcard statement</p><p> Licensed to print money</p><p> The 'Quarterly me'</p><p> What Tesco learnt about mail</p><p> <b>8. You are what you eat </b></p><p> Five years of work</p><p> Five problems for the data to solve</p><p> The loyalty cube</p><p> Discovering that you are what you eat</p><p> Baskets become Buckets</p><p> Buckets become Lifestyles</p><p> <b>9. Lifestyles become habits </b></p><p> Using all the data</p><p> The Rolling Ball</p><p> Shopping Habits</p><p> Big Brother</p><p> Segments at work</p><p> <b>10. Launching a bank </b></p><p> Clubcard Plus</p><p> Outbanking the banks</p><p> The bank of Tesco</p><p> Sainsbury's bites back</p><p> A new way of banking</p><p> The Clubcard effect in a new business</p><p> <b>11. Babies, beauty and wine </b></p><p> Strengthening the bond</p><p> The inner circle</p><p> Baby Club</p><p> Clubcard pizza</p><p> What Tesco learnt about 'sub-clubs'</p><p> <b>12. A bigger deal </b></p><p> Partners for Clubcard</p><p> Solo, shared and outsourced</p><p> The early Clubcard partnerships</p><p> Clubcard Deals</p><p> Broadening the offer</p><p> <b>13. From mouse to house </b></p><p> 'It's our job to make home shopping work'</p><p> Tesco on the internet</p><p> Real shoppers, real stores, real advantage</p><p> The bubble that didn't burst</p><p> How it's different online</p><p> Becoming a non-food e-tailer</p><p> How Clubcard helped Tesco.com</p><p> <b>14. Back to basics </b></p><p> Ask the audience</p><p> Simplifying Clubcard</p><p> Simple marketing</p><p> <b>15. Clubcard overseas </b></p><p> Is customer loyalty the same everywhere?</p><p> Crossing the Atlantic</p><p> Slaughtering sacred cows</p><p> dunnhumby USA</p><p> A journey with Kroger</p><p> <b>16. 'Tesco's most potent weapon' </b></p><p> A critical function</p><p> Smart weapons in the price war</p><p> The Shop</p><p> Making promotions work harder</p><p> Three little words</p>

Edition details

• Publisher: Kogan Page
• Publication date: 2006
• Language: English
• ISBN 10: 0749447524
• ISBN 13: 9780749447526
• Binding: Hardcover
• Edition number: 2
• Number of pages: 304