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Book Reviews
Scoring
Points: How Tesco is winning customer loyalty
Launched in 1995, Tesco Clubcard is one of the world's
most successful retail loyalty schemes. It has helped
transform Tesco, not only into the UK's leading retailer,
but also the world's most successful internet supermarket,
one of Europe's fastest growing financial services companies,
and arguably one of the world's most successful exponents
of customer relationship management.
Scoring Points tells the story of how the Clubcard was
conceived, launched and developed: the successes, the
failures and the valuable lessons learnt. The authors
show how Tesco made customer loyalty marketing work, when
almost every other loyalty marketing program was failing.
They give a vivid insight into why Clubcard enjoys unparalleled
success and the benefits for Tesco and more importantly
its customers.
Here's the full list of chapter headings:
| |
Questions
of loyalty
Making loyalty pay
Clubcard on trial
Because we can
Every little helped
Data, lovely data
Four Christmases a year
The quarterly me
You are what you eat
Lifestyles become habits
Launching a bank
Babies, beauty and wine
A bigger deal
From mouse to house
Five challenges for the future |
|
Click on item to
purchase at Amazon |
Praise for 'Scoring Points: How Tesco is winning customer
loyalty'…
| |
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' in place today.
Read it and profit.
Don
Schultz, Professor of Integrated Marketing Communications,
Northwest University, USA
Everyone
who is passionate about the science and art of marketing
respects the achievement of Tesco and the Clubcard
customer loyalty programme. This book tells the
whole story and gives us a host of exciting insights
into one of the most important developments in marketing
in two decades.
Simon
Waugh, Group Marketing Director, Centrica
Scoring
Points demonstrates the possibility of transforming
a brand, a category, a company and ultimately an
entire industry through brilliant business understanding
and creativity.
Bob
Schmetterer, President and COO, Havas and Chairman
and CEO, Euro RSCG Worldwide
|
Buy
it at Amazon.
Brand Manual
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