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Scoring Points: How Tesco Is Winning Customer Loyalty Clive Humby, Terry Hunt
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This begs the question, how do you build a loyal customer base? This is the future of marketing. Scoring Points: How Tesco Is Winning Customer Loyalty. Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. Clive Humby, Terry Hunt, and Tim Phillips, Scoring Points: How Tesco is Winning Customer Loyalty. 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). It may not be a perfect example, but I think Tesco's loyalty scheme illustrates a central point very well. So in 1993, the company launched its "Clubcard" with which customers could earn points for purchases, redeemable for discounts or gifts. 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. "If you're in marketing and you don't know the Tesco story, you're using antiquated techniques and approaches. Scoring.Points.How.Tesco.Is.Winning.Customer.Loyalty.pdf. Harris, Competing on Analytics: The New Science of Winning. 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. 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. 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. [Quoted in the book: Scoring Points: How Tesco is Winning Customer Loyalty]. Scoring Points: How Tesco is Winning Customer Loyalty book download Download Scoring Points: How Tesco is Winning Customer Loyalty "Scoring Points" is one of the seminal marketing books of the last. In exchange for the customer base. It felt like a win-win and usage of the scheme soared. Scoring Points: How Tesco is Winning Customer Loyalty book download Download Scoring Points: How Tesco is Winning Customer Loyalty Scoring Points: How Tesco is Winning Customer Loyalty: Clive Humby. 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. 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.