Scoring Points: How Tesco Is Winning Customer Loyalty
Product Description
“Scoring Points” is the dramatic, previously untold story of how Tesco used Clubcard — its loyalty scheme — to reinvent itself and its relationship with its customers, in the words of the people who were there. Between 1995 and the present day, Britain’s second largest grocer not only came to dominate supermarket selling in Britain, but created one of Europe’s fastest growing financial service companies, launched the world’s largest internet grocery business… More >>
I was quite disappointed when I read this book. It explores on too many pages what could have been told in very few. I don’t think that it is worth the money.
Rating: 1 / 5
Any insight you can get into arguably the most sophisticated retailer in the world today is worthwhile. This book provides a great insight into how Tesco has come to dominate UK retail and in the process fend off the competitive threat of Wal-Mart’s UK business Asda.
Rating: 4 / 5
very good read if you want to know your customers even better.
Rating: 5 / 5
This is a well written book with a nice chronological writing style which makes it feel like an adventure . The author manages to avoid speaking marketing jargonese and skimp on technical specifics of how the program was implemented providing ample details of the infrastructural , logistic and IT challenges faced by the loyalty program. Also interesting is the focus on explaining the rationale of every decision Tesco has made and a unbiased assesment of whether it went right or wrong. There is also detailed description of Tesco’s ever evolving segmentation strategy.
Also its amazing how Tesco links its Direct Marketing, Internet
Marketing (esp the My Favorites), and tradional store marketing to the card database and also follows the “keep-it-simple-stupid” philosophy. One of the con’s of this book it that it often contains quotes from people which do not convey anything and that it really does not cover the loyalty program outside of UK.
Overall this a must read if you really want an insight into how loyalty cards can be much much more than a piece of plastic both to the retailer and the shopper.
Rating: 4 / 5
Excellent book
As a Marketing Graduate student we have had to read countless books into what the future holds, what the trends are, and how to become more successful in making relevant and valuable propositions for our clients. After a while you see how some books and ideas just run into each other with out making new contributions to the field
Scoring Points helps break that mold.
Clive Humby tells the story of how Tesco has managed to become one of the most successful retailers in the world, and not just talking about the high level conceptual thinking that marketers dream about, but actually performing and executing on those high end ideas.
key points; get to know your customers, Essential customer genius, great insights and one to one marketing on steroids.
Rating: 5 / 5
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