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Scoring Points How Tesco Continues to Win Customer Loyalty
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Scoring Points How Tesco Continues to Win Customer Loyalty Hardcover - 2007

by Clive Humbly; Hunt, Terry; Phillips, Tim.


From the publisher

Swiping their grocery club's loyal-customer card has become second nature to shoppers these days. ""Scoring Points"" is one of the seminal marketing books of the last decade, telling 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 major influences behind 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.

First line

The 13th of February isn't an anniversary that Tesco's management publicly celebrates, but if they did, you wouldn't blame them.

Details

  • Title Scoring Points How Tesco Continues to Win Customer Loyalty
  • Author Clive Humbly; Hunt, Terry; Phillips, Tim.
  • Binding Hardcover
  • Edition 2nd
  • Pages 294
  • Publisher Kogan Page
  • Date February 1, 2007
  • ISBN 9780749447526

About the author


Clive Humby is the chief information architect behind Tesco Customer Management and its segmentation program. He is also a Visiting Professor of Integrated Marketing at Northwestern University. 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, and Barclays.
Tim Phillips is a renowned business journalist and broadcaster. He is the author of "Knockoff," also published by Kogan Page.
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Scoring Points: How Tesco Continues to Win Customer Loyalty

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Scoring Points: How Tesco Continues to Win Customer Loyalty

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Scoring Points : How Tesco Continues to Win Customer Loyalty
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Scoring Points : How Tesco Continues to Win Customer Loyalty

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Scoring Points : How Tesco Continues to Win Customer Loyalty

Scoring Points : How Tesco Continues to Win Customer Loyalty

by Clive Humby; Terry Hunt; Tim Phillips

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Scoring Points: How Tesco Continues to Win Customer Loyalty

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Scoring Points: How Tesco Continues to Win Customer Loyalty
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Scoring Points: How Tesco Continues to Win Customer Loyalty

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