Scoring Points How Tesco Is Winning Customer Loyalty

"This is the future of marketing. Read it and profit." Don Schultz Scoring Points Clive Humby, Terry Hunt and Tim Phillips How Tesco continues to win customer loyalty Now With Kroger Case Study FRONT FLAP Launched in 1995, Tesco Clubcard is the world's most successful retail loyalty scheme. Since then, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom's number one retailer, but also the world's most successful internet supermarket, one of Europe's fastest growing financial service companies and arguably one of the world's most successful exponents of Customer Relationship Management (CRM). This second edition of Scoring Points updates the dramatic story of how Clubcard was conceived, launched and developed. It includes a new chapter on how the methods have been adapted and evolved for the US retail market, with the largest US grocery retailer, Kroger. 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 invaluable lessons learned. The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers. Clubcard: generates more than 100 million incremental sales every year; has more than 10 million members; makes a profit for Tesco; shows Tesco what its customers really want; has made Tesco a knowledge-rich organization; has paid out more than 1 billion to customers. Scoring Points is one of the seminal marketing stories 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. REAR COVEr Praise for Scoring Points "The remarkable rise of Tesco is one of British business's biggest stories. Clubcard is an important part of Tesco's recent success. Scoring Points explains the Clubcard effect and provides insights into how Terry Leahy and his team have created a global retail powerhouse." Jeff Randall, Editor-at-large, the Daily Telegraph "Tesco... is the rare success in the landscape littered with failed customer-relationship programs." Harvard Business Review "Scoring Points explains why Tesco has such momentum as a brand. Read it and see how a simple creative business idea has transformed an entire company. It's a damn good read too." David Jones, CEO, Euro RSCG Worldwide "Scoring Points should be read and digested by politicians and policy makers, not just marketers." Philip Gould, political strategist, Philip Gould Associates "A host of exciting insights into one of the most important developments in marketing in two decades." Simon Waugh, former Group MarkHunt, Terry is the author of 'Scoring Points How Tesco Is Winning Customer Loyalty', published 2007 under ISBN 9780749447526 and ISBN 0749447524.