Scoring Points

Beschreibung

Go behind the scenes at Tesco and learn from the success of the world's leading retail loyalty scheme.
Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed. It explains in detail how Tesco collected, analysed and used customer data to become a retail giant, making customer loyalty marketing work when almost every other programme failed. By pairing its loyalty scheme with sophisticated information technology, Tesco set a new standard for knowing your customer. 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, from junior marketers or salespersons working in an FMCG environment, to any practitioner looking to better analyse their customer base.
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

Autor*in

Clive Humby
Clive Humby is chairman and founder of leading marketing analysts: dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor, Integrated Marketing, at Northwestern University, Chicago and Industrial Fellow at Kingston University.

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tesco tesco clubcard customer loyalty loyalty scheme customer behaviour

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