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Scoring Points

How Tesco Continues to Win Customer Loyalty

Go behind the scenes at Tesco and learn best practice from the successes and failures of their development of the world's most successful retail loyalty scheme.
    Paperback£19.99
    Ebook£16.66
    Print + ebook bundle£25.00
    Hardback£57.99
EAN: 9780749453381
Edition: 2
Published:
Paperback
Format: 233x155
304 pages
    About the book
    Table of contents

About the book

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 authors

Clive Humby

Clive Humby is chairman and founder of leading marketing analysts: dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor, Integrated Marketing, at Northwestern University, Chicago and Industrial Fellow at Kingston University.

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Terry Hunt

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

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Tim Phillips

Tim Phillips is a well-known business journalist and broadcaster. The author of two previous books, he writes regularly for the mainstream press, including The Wall Street Journal Europe, The International Herald Tribune, The Guardian and The Observer, and appears on BBC TV and Radio and Sky News.

More about Tim Phillips