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Scoring Points: How Tesco Is Winning Customer Loyalty by Clive Humby, Terry Hunt

Scoring Points: How Tesco Is Winning Customer Loyalty Clive Humby, Terry Hunt ebook
ISBN: 074943578X, 9781417563029
Format: pdf
Publisher:
Page: 276

Scoring Points: How Tesco Continues to Win Customer Loyalty. Scoring Points: How Tesco Continues to Win Customer Loyalty Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. So in 1993, the company launched its "Clubcard" with which customers could earn points for purchases, redeemable for discounts or gifts. Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. & Phillips, T, 2003, Scoring Points: How Tesco is Winning Customer Loyalty. Tesco is launching a free streaming TV/film service to Clubcard holders – well that is a potential benefit as it saves shelling out to Amazon for Lovefilm. Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. Program, but we've looked at the program as a way of learning about how consumers shop, and what they want from their retailer, and therefore, not just changing the one to one communication with the customer, but changing the physical retail offer” - (Clive Humby, Scoring Points). Do you use customer loyalty cards at places where you shop or eat? If you haven't already find a copy of "Scoring Points: How Tesco Continues to Win Customer Loyalty" it's available on Amazon both in paper and on the Kindle. So there are points but you need to recognise that the stores are not giving anything away – they are buying your purchasing details from you (it is illegal in the UK to use credit cards for this and anyway people may sometimes pay cash.). Your Price: $22.40- Scoring Points: How Tesco Continues to Win Customer Loyalty. For example, in 2007, Wal-Mart's sales were approximately 4.5 times greater than those of its largest supplier, Procter & Gamble.1 Consolidation and retailers' global scale have reduced the number of “buying points” that manufacturers can . In this essay we will look at the relationship marketing techniques and loyalty schemes being used by Tesco to develop and maintain existing relationships with the different customer segments. Louis, P, 2002, 'Tesco: Every Little Helps', Department of Research, Instituto de Empresa (April 2002), pg.