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" Scoring points : "
Clive Humby and Terry Hunt, with Tim Phillips.
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BL
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| Record Number
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955831
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| Doc. No
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b710201
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| Main Entry
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Humby, Clive.
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| Title & Author
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Scoring points : : how Tesco is winning customer loyalty /\ Clive Humby and Terry Hunt, with Tim Phillips.
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| Publication Statement
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Sterling, VA :: Kogan Page,, ©2004.
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| Page. NO
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1 online resource (x, 276 pages)
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| ISBN
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074943578X
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: 0749448911
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: 1280435313
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: 1417563028
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: 9780749435783
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: 9780749448912
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: 9781280435317
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: 9781417563029
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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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 -- What Tesco learnt about mail -- 8. The quarterly me -- Clubcard Magazine -- Segmenting the magazine -- Keeping the magazine fresh -- 9. 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 -- 10. Lifestyles become habits -- Using all the data -- The rolling ball -- Shopping habits -- Big brother -- Segments at work -- 11. 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 -- 12. Babies, beauty and wine -- Strengthening the bond -- The inner circle -- Baby Club -- Clubcard pizza -- What Tesco learnt about 'sub-clubs' -- 13. A bigger deal -- Partners for Clubcard -- Solo, shared and outsourced -- The early Clubcard partnerships -- Clubcard deals -- Deals becomes freetime -- 14. 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 -- 15. Five challenges for the future -- Ten years on -- Can Clubcard become a global scheme? -- Can Clubcard remain the most popular loyalty programme in the UK? -- Can Clubcard make promotions work better? -- Can Clubcard issue instant rewards? -- Can Clubcard help Tesco's suppliers? -- The customer contract renewed.
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| Abstract
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The story of how Tesco used Clubcard - its loyalty scheme - to reinvent itself and its relationship with its customers, in the words of the people who were there.
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| Subject
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Tesco (Firm)-- History-- 20th century.
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Tesco (Firm)
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Customer loyalty programs, Case studies.
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BUSINESS ECONOMICS-- Customer Relations.
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Customer loyalty programs.
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| Dewey Classification
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658.8/12
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| LC Classification
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HF5415.525.H85 2004
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| Added Entry
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Hunt, Terry,1955-
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Phillips, Tim,1967-
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