Scoring Points: How Tesco Continues to Win Customer Loyalty

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.

Author: Clive Humby, Terry Hunt, Tim Phillips
Publisher: Kogan Page
Published: 08/26/2008
Pages: 312
Binding Type: Paperback
Weight: 0.95lbs
Size: 9.10h x 6.10w x 0.70d
ISBN: 9780749453381

Review Citation(s):
Reference and Research Bk News 11/01/2008 pg. 123

About the Author
Clive Humby is Visiting Professor, Integrated Marketing, at Northwestern University and chief information architect of Tesco Customer Management. Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. Tim Phillips is a journalist and author of Knockoff (Kogan Page).