Scoring Points: How Tesco Continues To Win Customer Loyalty Paperback – 1 Sep 2008
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"Thought provoking." -- "Chain Store Age"
"This is the future of marketing. Read it and profit." -- Prof. Don Shultz, Northwestern University"
Includes pragmatic lessons and anecdotes, including those relating to the difficulty of getting some customer groups to join Clubcard
Exposes myths about the industry
Examines both the US and UK markets through the authors' work with Tesco and Kroger
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Top Customer Reviews
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.
An interesting read.
Most Recent Customer Reviews
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... Read morePublished on 17 Jan. 2012 by Amazon Customer
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