Product Details
Scoring Points: How Tesco Continues to Win Customer Loyalty

Scoring Points: How Tesco Continues to Win Customer Loyalty
By Clive Humby, Terry Hunt Ed.D., Tim Phillips

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Product Description

Swiping a grocery store's loyal-customer card has become second nature to shoppers these days.  Scoring Points, one of the seminal marketing books of the last decade, tells 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 key members of 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.

Product Details

  • Amazon Sales Rank: #262425 in Books
  • Published on: 2008-09-28
  • Original language: English
  • Number of items: 1
  • Binding: Paperback
  • 304 pages

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Editorial Reviews

Review

"Thought provoking." -- Chain Store Age

Review

"Thought provoking." -- Chain Store Age

About the Author

Clive Humby is chairman and founder of leading marketing analysts Dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation program. Humby is Visiting Professor, Integrated Marketing, at Northwestern University in Chicago and Industrial Fellow at Kingston University, UK.


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.


Tim Phillips is a freelance journalist. He has written for The Wall Street Journal Europe, The International Herald Tribune, and The Guardian about business, the internet, and technology. He is the co-author of Scoring Points, also published by Kogan Page.

Customer Reviews

Proves the point that a little loyalty can go a long way.5
Customer loyalty programs come and go, because they are typically very labor and cost intensive. However, one such program that can't be ignored is the phenomenal success secured by the Tesco Clubcard program. Authors of the book - "Scoring Points" - have done a superb job of creating an in depth case study of UK-based grocery chain Tesco. Prior to the launch of its Clubcard in 1995, Tesco was one of three chains jockeying for mindshare and wallet share among consumers. According to the authors, that changed with the Tesco Clubcard program which transformed the sleepy grocer into the world's most successful online supermarket. Soundview likes this book because it shows Tesco's progression and maturity regarding customer relations, and its transformation can be duplicated by virtually any organization willing to make the commitment. Additionally, the insight into customer habits and motivation gleaned from such loyalty programs can more than pay for themselves in greater repeat business and new sales. A little loyalty goes a long way.

shorter shipment5
thanks for early delivery before estimated date. Book is excellent but I would wish more pictures and shapes in it. Only written examples given.