Product Description

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.

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Product Details

• Amazon Sales Rank: #116613 in Books
• Published on: 2006-11-03
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 294 pages

Network magazine
"Scoring Points is one of the seminal marketing stories of the last decade."

Review

“if you’re in marketing and you don’t know the tesco story, you’re using antiquated techniques and approaches. this is the future of marketing. read it and profit.”

professor don schultz, northwestern university, usa

“a compelling behind-the-scenes account of the successes, the failures and the lessons learnt.”

world advertising research center

“details the advent of a loyalty programme that set the standard for rivals.”

the independent

“tesco… is the rare success in a landscape littered with failed customer-relationship programs.”

harvard business review

“a story of leadership in marketing and of making the idea of “customer orientation work – for customers and for staff.”

allaboutbranding.com

“will be read avidly by all those trying to emulate tesco’s success, and well it should.”

loyalty

“recounts how a mass retailer transformed itself into a membership brand and looks at the successes, failures and lessons learned.”

in-store

“a fascinating insight into database marketing. tesco has developed an impressive tool for communicating with its customers, something to which every major retailer must aspire.”

media week

“the inside story of how tesco managed to make their clubcard scheme work.”

marketing business

“thought-provoking and relatively balanced chapters for those interested in card strategy.”

chain store age

“a host of exciting insights into one of the most important developments in marketing in two decades.”

simon waugh, group marketing director, centrica

“filled with insightful multidisciplinary examples and detailed data analysis . . . an absolute must read for anyone who has to connect with today`s consumer.”

bob schmetterer, chairman and ceo, euro rscg worldwide

“the story of tesco’s gutsy, groundbreaking experiment with it and a textbook example of how the digital age keeps making it possible for smart, daring businesspeople to rewrite the rules of commerce.”

get abstract

“an excellent account of leadership in marketing.”

professional manager

“fascinating account of how a major retailer has transformed itself into a membership brand.”

long range planning

“ten million shoppers can’t be wrong. here you can find out why.”

the bookseller

“tesco clubcard is the

EasyJet Inflight magazine
"Reveals not only the hows and whys of Tesco's success...but also how US-enterprise Kroger may be able to grapple Wal-Mart's grip over American consumers by copying Tesco's technique."

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Customer Reviews

Fascinating insight into Tesco's use of customer purchasing data
What comes out clearly from this fascinating book on the evolution of the Tesco Clubard is that Clubard is not a stand-alone loyalty programme. It is fundamentally integral to the way Tesco does business, driven by the company's marketing philosophy of "Every Little Helps" where Tesco seeks to create a long-term benefit to the customer (or more likely, the customer perception of a long-term benefit). In return for this benefit, Tesco receives an incredibly valuable insight into customer behaviour. This insight allows Tesco to take full advantage of that behaviour.

The data collected through Clubard underpins Tesco's power. However, it is their ability to analyse the data that has enabled Tesco's rise to market dominance. The book describes in some detail how the analysis has evolved over the lifetime of Clubcard, from basically nothing through to the no-limits of today.

The book is frustratingly positive about the Clubcard programme, glossing over some of the problems and weaknesses it has faced, making it appear that what Tesco does is the only way forward. Allowing the inclusion of more reality, and describing in more detail some of the failures that there must have been, would have given the reader a greater sense of the journey taken by the programme creators, to get idea of what must have been the numerous struggles in getting the programme right.

Overall, an excellent read. It's making me think every time I hand over one of the numerous loyalty cards that I carry. What does what I'm buying say about me? How much has having the card influenced my decision to make the purchase? Have I been caught by the retailer's marketing? Many questions.

Tesco, Clubcard and its loyalty program
A very detailed but lively, informative and engaging book on Tesco's launch of of its loyalty card, Clubcard and subsequent efforts to keep Clubcard fresh.
The book also details the effects of Clubcard on Tesco's business in general and claims that in the UK, at least, Tescos strategy and Clubcard are inextricable.