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Scoring Points: How Tesco Continues to Win Customer Loyalty Paperback – 3 Aug 2008


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Product details

  • Paperback: 304 pages
  • Publisher: Kogan Page; 2 edition (3 Aug. 2008)
  • Language: English
  • ISBN-10: 0749453389
  • ISBN-13: 978-0749453381
  • Product Dimensions: 15.5 x 1.8 x 23.1 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 289,064 in Books (See Top 100 in Books)

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Review

"Explains why Tesco has such momentum as a brand. Read it and see how a simple creative business idea has transformed an entire company. It's a damn good read too."
-- David Jones, CEO, Euro RSCG Worldwide

"Scoring Points explains the Clubcard effect and provides insights into how Terry Leahy and his team have created a global retail powerhouse." -- Jeff Randall, Editor-at-large, the Daily Telegraph

"Tesco...is the rare success in the landscape littered with failed customer-relationship programs." -- Harvard Business Review

"This is the future of marketing. Read it and profit."
-- Don Schultz

Book Description

Go behind the scenes at Tesco and learn best practice from the successes and failures of their development of the world's most successful retail loyalty scheme.

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Most Helpful Customer Reviews

12 of 13 people found the following review helpful By R. Streeter on 24 Aug. 2007
Format: Hardcover
What comes out clearly from this fascinating book on the evolution of the Tesco Clubard is that Clubard is not a stand-alone loyalty programme. It is fundamentally integral to the way Tesco does business, driven by the company's marketing philosophy of "Every Little Helps" where Tesco seeks to create a long-term benefit to the customer (or more likely, the customer perception of a long-term benefit). In return for this benefit, Tesco receives an incredibly valuable insight into customer behaviour. This insight allows Tesco to take full advantage of that behaviour.

The data collected through Clubard underpins Tesco's power. However, it is their ability to analyse the data that has enabled Tesco's rise to market dominance. The book describes in some detail how the analysis has evolved over the lifetime of Clubcard, from basically nothing through to the no-limits of today.

The book is frustratingly positive about the Clubcard programme, glossing over some of the problems and weaknesses it has faced, making it appear that what Tesco does is the only way forward. Allowing the inclusion of more reality, and describing in more detail some of the failures that there must have been, would have given the reader a greater sense of the journey taken by the programme creators, to get idea of what must have been the numerous struggles in getting the programme right.

Overall, an excellent read. It's making me think every time I hand over one of the numerous loyalty cards that I carry. What does what I'm buying say about me? How much has having the card influenced my decision to make the purchase? Have I been caught by the retailer's marketing? Many questions.
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3 of 3 people found the following review helpful By J. Webb on 5 Dec. 2010
Format: Paperback
Being part of a business looking to commence the construction of a loyalty scheme, I've recently read various books on the subject. This book (along with Loyalty Effect, The: The Hidden Force Behind Growth, Profits, and Lasting Value) is quite probably one of the best I have read. Whilst I do agree with other comments in that there is very little content on the negative elements of the Clubcard scheme, the book certainly highlighted areas for us to focus on in the creation of our own scheme.
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2 of 2 people found the following review helpful By Wordsmith on 8 Jun. 2012
Format: Paperback Verified Purchase
A fascinating book explaining how Tesco's loyalty program works. It can be read on two levels. If you are reading for general interest, it provides a clear explanation as to how and why Tesco's loyalty system developed. If you are aware of how commercial retail software works, there are sufficient additional details to get an insight into how the nuts and bolts of Tesco's scheme were developed.

An interesting read.
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2 of 2 people found the following review helpful By Pauline Burnard on 17 Jan. 2012
Format: Paperback
This is an absoultely fascinating book following the development of the Tesco Clubcard, through various ups and downs, to the amazing success that it is today, outliving and outperforming other loyalty cards. Whilst dealing with a complex subject, the book is written in a very easy to read language;it will be of interest to anyone, but particularly to retailers who could learn from the Tesco clubcard success.
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4 of 6 people found the following review helpful By Carmel O'Driscoll on 8 Nov. 2006
Format: Hardcover
A very detailed but lively, informative and engaging book on Tesco's launch of of its loyalty card, Clubcard and subsequent efforts to keep Clubcard fresh.

The book also details the effects of Clubcard on Tesco's business in general and claims that in the UK, at least, Tescos strategy and Clubcard are inextricable.
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