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- Product code: 131165
- ISBN: 0749447524,
ISBN13: 9780749447526,
272 pages, hardback
Published by Kogan Page in 2006
, 2nd edition Rate this book... Rating: 0.0/5 (0 votes cast) |
Description of Scoring Points, 2nd Edition |
Tesco Clubcard is the world's most successful retail loyalty scheme.
Since 1995, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom's number one retailer, but also the world's most successful Internet supermarket, one of Europe’s fastest growing financial service companies and arguably one of the world’s most successful exponents of Customer Relationship Management (CRM).
Scoring Points is the dramatic, previously untold story of how 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.
The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers.
Scoring Points is one of the seminal marketing stories 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.
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Reviews'If you're in marketing and you don't know the Tesco story, you're using antiquated techniques and approaches. This is the future of marketing. Read it and profit.'
Professor Don Schultz, Northwestern University, USA
'A host of exciting insights into one of the most important developments in marketing in two decades.'
Simon Waugh, Group Marketing Director, Centrica
'Filled with insightful multidisciplinary examples and detailed data analysis . . . an absolute must read for anyone who has to connect with today's consumer.'
Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide
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Contents of Scoring Points, 2nd Edition |
About the authors
Foreword
Acknowledgements
Introduction
1. Questions of loyalty
In the beginning
What is loyalty?
The secrets of success
Is customer loyalty genuine?
2. 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?
3. Clubcard on trial
The trials
Tesco and loyalty in history
Project Omega
The DNA of loyalty
Rediscovering the customer
4. Because we can
The national launch
The need for speed
Electronic Green Shield Stamps catch on
What made the launch a success?
5. Every little helped
The Clubcard effect
The loyalty contract
The first quarterly mailing
Waiting for the zero sum effect
Maintaining momentum
6. 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
7. Four christmases a year
The Banana Man of Worcester
To mail, or not to mail?
Auditing the Clubcard statement
Licensed to print money
What Tesco learnt about mail
8. The quarterly me
Clubcard Magazine
Segmenting the magazine
Keeping the magazine fresh
9. 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
10. Lifestyles become habits
Using all the data
The Rolling Ball
Shopping habits
Segments at work
11. 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
12. Babies, beauty and wine
Strengthening the bond
The inner circle
Baby Club
Clubcard pizza
What Tesco learnt about 'sub-clubs'
13. A bigger deal
Partners for Clubcard
Solo, shared and outsourced
The early Clubcard partnerships
Clubcard deals
Deals becomes Freetime
14. 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
15. Five challenges for the future
Ten years on
Can Clubcard become a global scheme?
Can Clubcard remain the most popular loyalty programme in the UK?
Can Clubcard make promotions work better?
Can Clubcard issue instant rewards?
Can Clubcard help Tesco’s suppliers?
The customer contract renewed
Index
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About Clive Humby, Tim Phillips and Terry Hunt |
Clive Humby is chairman and founder of leading UK marketing analysts dunnhumby.
Terry Hunt is chairman of EHS Brann, the second largest direct marketing agency in Europe.
Tim Phillips is a well-known business journalist and broadcaster.
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Related CategoriesMarketing
Customer Relationship Management
Pricing
Retail
Business - general
Customer Services
Other books by Clive Humby
Other books by Tim Phillips
Other books by Terry Hunt
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