Scoring Points: How Tesco Continues to Win Customer Loyalty - Hardcover

Hunt, Terry

Hardcover

ISBN 10: 0749447524 ISBN 13: 9780749447526

Verlag: Kogan Page, 2006

Inhaltsangabe

Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco's spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the lessons learnt.

The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, the benefits for Tesco and its customers.

Scoring Points is one of the seminal marketing books of the last decade. A fascinating tale of what can be achieved through vision, a strong team ethic and a company-wide commitment to customer satisfaction, it is an inspirational read for anyone in business.

Über diesen Titel

Über die Autorin bzw. den Autor

Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, the AA, British Gas, MINI, The Economist, Cadbury's, National Savings, and Barclays.

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Introduction

1. Questions of loyalty

In the beginning

What is loyalty?

The secrets of success

Is customer loyalty genuine?

2. Making loyalty pay

The economics of loyalty marketing

Playing a zero sum game

The foundations of a loyalty scheme

Four loyalty 'currencies'

Does a loyalty programme pay?

3. Clubcard on trial

The trials

Tesco and loyalty in history

Project Omega

The DNA of loyalty

Rediscovering the customer

4. Because we can

The national launch

The need for speed

'Electronic Green Shield Stamps' catch on

What made the launch a success?

5. Every little helped

The Clubcard effect

The loyalty contract

The first quarterly mailing

Waiting for the zero sum effect

Maintaining momentum

6. Data, lovely data

Drinking from the fire hose

Measuring customer loyalty

The problems with data warehouses

Making a warehouse work

What Tesco learnt about data

7. Four Christmases a year

The Banana Man of Worcester

To mail, or not to mail?

Auditing the Clubcard statement

Licensed to print money

The 'Quarterly me'

What Tesco learnt about mail

8. You are what you eat

Five years of work

Five problems for the data to solve

The loyalty cube

Discovering that you are what you eat

Baskets become Buckets

Buckets become Lifestyles

9. Lifestyles become habits

Using all the data

The Rolling Ball

Shopping Habits

Big Brother

Segments at work

10. Launching a bank

Clubcard Plus

Outbanking the banks

The bank of Tesco

Sainsbury's bites back

A new way of banking

The Clubcard effect in a new business

11. Babies, beauty and wine

Strengthening the bond

The inner circle

Baby Club

Clubcard pizza

What Tesco learnt about 'sub-clubs'

12. A bigger deal

Partners for Clubcard

Solo, shared and outsourced

The early Clubcard partnerships

Clubcard Deals

Broadening the offer

13. From mouse to house

'It's our job to make home shopping work'

Tesco on the internet

Real shoppers, real stores, real advantage

The bubble that didn't burst

How it's different online

Becoming a non-food e-tailer

How Clubcard helped Tesco.com

14. Back to basics

Ask the audience

Simplifying Clubcard

Simple marketing

15. Clubcard overseas

Is customer loyalty the same everywhere?

Crossing the Atlantic

Slaughtering sacred cows

dunnhumby USA

A journey with Kroger

16. 'Tesco's most potent weapon'

A critical function

Smart weapons in the price war

The Shop

Making promotions work harder

Three little words

Details zur Ausgabe

• Verlag: Kogan Page
• Erscheinungsdatum: 2006
• Sprache: Englisch
• ISBN 10: 0749447524
• ISBN 13: 9780749447526
• Einband: Tapa dura
• Auflage: 2
• Anzahl der Seiten: 304
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Eu comply OÜ; hello@eucompliancepartner.com; ; Pärnu mnt. 139b-14; Tallinn; 11317; Estland