Scoring Points: How Tesco Is Winning Customer Loyalty by Clive Humby, Terry Hunt
Scoring Points: How Tesco Is Winning Customer Loyalty Clive Humby, Terry Hunt ebook
ISBN: 074943578X, 9781417563029
Humby, Clive, Terry Hunt and Tim Phillips (2003), Scoring Points: How Tesco is. Tesco Clubcard has blossomed into the United Kingdom's number one retailer, the world's most successful Internet supermarket, and a superior example of CRM success. Swiping their grocery club's loyal-customer card has become second nature to shoppers these days. In exchange for the customer base. It felt like a win-win and usage of the scheme soared. ISBN13: 9780749453381Condition: NEWNotes: Brand New from Publisher. Instead of building the largest data store it could, Tesco initially set out to build the smallest store of data that would give useful information. Product DescriptionSwiping a grocery store's loyal-customer card has. In this essay we will look at the relationship marketing techniques and loyalty schemes being used by Tesco to develop and maintain existing relationships with the different customer segments. Scoring points : how Tesco is winning customer loyalty / Clive Humby & Terry Hunt. Grocery loyalty: Tesco Clubcard and its impact on loyalty. [Quoted in the book: Scoring Points: How Tesco is Winning Customer Loyalty]. If you haven't already find a copy of "Scoring Points: How Tesco Continues to Win Customer Loyalty" it's available on Amazon both in paper and on the Kindle. Over the coming years, what started as a pretty innocuous loyalty scheme grew into what many consider one of the world's most successful customer loyalty programs. Many of these will go to vast lengths to earn points that they can then exchange for money off products in-store, or redeem with one of Tesco's many partners, for things like day outs and hotel stays. Program, but we've looked at the program as a way of learning about how consumers shop, and what they want from their retailer, and therefore, not just changing the one to one communication with the customer, but changing the physical retail offer” - (Clive Humby, Scoring Points). Winning Customer Loyalty, London: Kogan Page. So as part of my summer holiday reading this year, I took away Scoring Points: How Tesco Continues to WIn Customer Loyalty, a book that tells the tale of the Tesco Loyalty Card.