Scoring Points

How Tesco Continues to Win Customer Loyalty

Business & Finance, Marketing & Sales, Customer Service, Advertising & Promotion
Cover of the book Scoring Points by Clive Humby, Terry Hunt, Tim Phillips, Kogan Page
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Author: Clive Humby, Terry Hunt, Tim Phillips ISBN: 9780749460129
Publisher: Kogan Page Publication: August 3, 2008
Imprint: Kogan Page Language: English
Author: Clive Humby, Terry Hunt, Tim Phillips
ISBN: 9780749460129
Publisher: Kogan Page
Publication: August 3, 2008
Imprint: Kogan Page
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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