Synopses & Reviews
Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. Scoring Points, one of the seminal marketing books of the last decade, tells 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 key members of 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.
Review
"Thought provoking." Chain Store Age
Review
"This is the future of marketing. Read it and profit." Professor Don Shultz
Synopsis
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.
About the Author
Clive Humby is the chief information architect behind Tesco Customer Management and its segmentation program and co-founder of leading marketing analysts dunnhumby. He is Visiting Professor, Integrated Marketing, at Northwestern University, Chicago and Industrial Fellow at Kingston University and co-author of
Scoring Points, also published by Kogan Page.
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, National Savings, and Barclays.
Tim Phillips has been a journalist for 20 years. He has written for publications such as The Wall Street Journal Europe and The Sunday Times. He writes the popular blog "Talk Normal" in an effort to combat the poor communication and corporate jargon in the workplace. He is the author of Knockoff and Fit to Bust and co-author of Scoring Points, all published by Kogan Page.
Table of Contents
1. Questions of loyalty
2. Making loyalty pay
3. Clubcard on trial
4. Because we can
5. Every little helped
6. Data, lovely data
7. Four Christmases a year
8. You are what you eat
9. Lifestyles become habits
10. Launching a bank
11. Babies, beauty and wine
12. A bigger deal
13. From mouse to house
14. Back to basics
15. Clubcard overseas
16. ‘Tescos most potent weapon