Scoring Points: How Tesco Is Winning Customer Loyalty - Rilegato

Humby, Clive; Hunt, Terry; Phillips, Tim

Rilegato

ISBN 10: 0749447524 ISBN 13: 9780749447526

Casa editrice: Kogan Page Ltd, 2006

Riassunto

<div>Swiping their grocery club's loyal-customer card has become second nature to shoppers these days. ""Scoring Points"" is one of the seminal marketing books of the last decade, telling the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program -- and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt, two major influences behind the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard -- the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.</div>

Su questo libro

Informazioni sugli autori

Clive Humby is the chief information architect behind Tesco Customer Management and its segmentation program. He is also a Visiting Professor of Integrated Marketing at Northwestern University.

Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, British Gas, The Economist, Cadbury’s, and Barclays.

Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.

Clive Humby is the chief information architect behind Tesco Customer Management and its segmentation program. He is also a Visiting Professor of Integrated Marketing at Northwestern University.

Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, British Gas, The Economist, Cadbury’s, and Barclays.

Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.

Estratto. © Ristampato con autorizzazione. Tutti i diritti riservati.

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

Dettagli dell?edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2006
• Lingua: Inglese
• ISBN 10: 0749447524
• ISBN 13: 9780749447526
• Rilegatura: Copertina rigida
• Numero edizione: 2
• Numero di pagine: 294
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile