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12 of 13 people found the following review helpful
4.0 out of 5 stars Fascinating insight into Tesco's use of customer purchasing data, 24 Aug. 2007
By 
R. Streeter (England) - See all my reviews
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This review is from: Scoring Points: How Tesco Continues to Win Customer Loyalty (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
4.0 out of 5 stars Great read, recommended for all marketers, 5 Dec. 2010
By 
J. Webb (Swindon, UK) - See all my reviews
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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
5.0 out of 5 stars Loyalty and Tescos, 8 Jun. 2012
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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
5.0 out of 5 stars Scoring Points scores points with me, 17 Jan. 2012
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
5.0 out of 5 stars Tesco, Clubcard and its loyalty program, 8 Nov. 2006
This review is from: Scoring Points: How Tesco Continues to Win Customer Loyalty (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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Scoring Points: How Tesco Continues to Win Customer Loyalty
Scoring Points: How Tesco Continues to Win Customer Loyalty by Terry Hunt (Hardcover - 3 Nov. 2006)
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