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.

Table of Contents:
Chapter - 00: Introduction; Chapter - 01: Questions of loyalty; Chapter - 02: Making loyalty pay; Chapter - 03: Clubcard on trial; Chapter - 04: Because we can; Chapter - 05: Every little helped; Chapter - 06: Data, lovely data; Chapter - 07: Four Christmases a year; Chapter - 08: You are what you eat; Chapter - 09: Lifestyles become habits; Chapter - 10: Launching a bank; Chapter - 11: Babies, beauty and wine; Chapter - 12: A bigger deal; Chapter - 13: From mouse to house; Chapter - 14: Back to basics; Chapter - 15: Clubcard overseas; Chapter - 16: ‘Tesco’s most potent weapon’

About the Author :
Clive Humby is chairman and founder of the world's leading customer science company dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor of Integrated Marketing at Northwestern University and Industrial Fellow at Kingston University. Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include the AA, Barclays, British Gas, Cadbury's, The Economist, MINI, National Savings and Tesco. Along with Clive, Terry was a major influence behind the development, launch and creative management of Tesco Clubcard. Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.

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 world's most successful retail loyalty scheme...Tesco emerges as very different to the uncaring monolith of media lore." The Grocer "Details the pioneering efforts to make its customer loyalty programme effective...Scoring Points shows it has never been more fundamental to Tesco's success." Retail and Leisure International "This isn't a story simply about the rise of one company over others. It is about Tesco's culture change which enabled this to happen, and how it defied many of the principles of retailing in order to achieve it." Card World "What is the Clubcard's magic ingredient then? Simplicity...There's a valuable lesson there for businesses in any sector." Business XL "One of the very few marketing 'must read' books that I have read." Database Marketing "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." EasyJet Inflight magazine "A handbook on how to create and manage a process that proves the point made by Frederick Reichheld, ... that 'profit is a consequence of value creation." Marketing: Ireland's Marketing and Media Monthly "A must read for all observers in the retail industry." Worldwide Retail Automation "Scoring Points is one of the seminal marketing stories of the last decade." Network magazine "When the first edition of this book appeared in 2003, many 'experts' - whilst grudgingly admitting that Clubcard had been a success - took the view that its time had run. This updated account shows how wrong they were - and why." Argent