12 of 13 people found the following review helpful
Fascinating insight into Tesco's use of customer purchasing data,
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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Showing 1-2 of 2 posts in this discussion
Initial post: 14 Jan 2009 19:52:08 GMT
S Wood says:
Bet you the book says nothing what its like to work for Tescos at the lower levels - just sounds like a lot a puff regarding their loyalty card which basically offers a miserable 1% of your purchases plus a few brass knobs. I worked in a tesco score and I can assure you it aint fun.
In reply to an earlier post on 1 Jun 2010 19:42:12 BDT
Tim Phillips says:
Speaking as one of the people who wrote the "puff" of which you speak, I fully accept that you're entitled to hate it. On the other hand, your point of view would have been more useful to other people if you had bothered to *read* the book before deciding what was in it.
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