Scoring points : how Tesco continues to win customer loyalty

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書誌事項

Scoring points : how Tesco continues to win customer loyalty

Clive Humby, Terry Hunt and Tim Phillips

Kogan Page, c2007

2nd ed

  • : hbk

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注記

Rev. ed. of: Scoring points / Clive Humby and Terry Hunt, with Tim Phillips. 2004

Includes index

内容説明・目次

内容説明

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.

目次

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

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