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Scoring Points: How Tesco Continues To Win Customer Loyalty Paperback – 1 Sep 2008

4.7 out of 5 stars 6 customer reviews

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Product details

  • Paperback: 306 pages
  • Publisher: Kogan Page; 2 edition (1 Sept. 2008)
  • Language: English
  • ISBN-10: 0749453389
  • ISBN-13: 978-0749453381
  • Product Dimensions: 15.5 x 1.8 x 23.1 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 267,698 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"Thought provoking." -- "Chain Store Age"

"This is the future of marketing. Read it and profit." -- Prof. Don Shultz, Northwestern University"

Book Description

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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Customer Reviews

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Top Customer Reviews

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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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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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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