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Scoring Points: How Tesco Continues to Win Customer Loyalty 2ed

by Clive Humby, Terry Hunt & Tim Phillips Kogan Page
Pub Date:
08/2008
ISBN:
9780749453381
Format:
Pbk 304 pages
Price:
AU$56.99 NZ$59.12
Product Status: In Stock Now
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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. The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, and illustrate the benefits for Tesco and its customers. 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.

Chapter - 00: Introduction;Chapter - 01: Questions of loyalty;Chapter - 02: Making loyalty pay;Chapter - 03: Clubcard on trial;Chapter - 04: Because we can;Chapter - 05: Every little helped;Chapter - 06: Data, lovely data;Chapter - 07: Four Christmases a year;Chapter - 08: You are what you eat;Chapter - 09: Lifestyles become habits;Chapter - 10: Launching a bank;Chapter - 11: Babies, beauty and wine;Chapter - 12: A bigger deal;Chapter - 13: From mouse to house;Chapter - 14: Back to basics;Chapter - 15: Clubcard overseas;Chapter - 16: 'Tesco's most potent weapon'

Clive Humby is chairman and founder of leading marketing analysts dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor, Integrated Marketing, at Northwestern university, Chicago and Industrial Fellow at Kingston University. Terry Hunt 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. Tim Phillips is a well-known business journalist and broadcaster. The author of two previous books, he writes regularly for the mainstream press, including The Wall Street Journal Europe, The International Herald Tribune, The Guardian and The Observer, and appears on BBC TV and Radio and Sky News.