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Scoring points: how Tesco is winning customer loyalty

Author: Humby, Clive ; Hunt, Terry ; Phillips, TimPublisher: Kogan Page, 2003.Language: EnglishDescription: 276 p. : Graphs ; 24 cm.ISBN: 074943578XType of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HC2000 .T47 H86 2003
(Browse shelf)
001173628
Available 001173628
Book Middle East Campus
Main Collection
Print HC2000 .T47 H86 2003
(Browse shelf)
500009275
Available 500009275
Total holds: 0

Includes index

Digitized

Scoring Points How Tesco's Winning Customer Loyalty Contents Foreword xi Introduction 1. Questions of loyalty In the beginning What is loyalty? The secrets of success Is customer loyalty genuine? 2. Making loyalty pay The economics of loyalty marketing Playing a zero sum game The foundations of a loyalty scheme Four loyalty 'currencies' Does a loyalty programme pay? 3. Clubcard on trial The trials Tesco and loyalty in history Project Omega The DNA of loyalty Rediscovering the customer 1 7 7 9 14 17 19 19 24 28 30 32 35 35 40 46 50 52 viii Contents 59 59 61 65 67 71 71 72 75 S0 85 95 4. Because we can The national launch The need for speed Electronic Green Shield Stamps catch on What made the launch a success? 5. Every little helped The Clubcard effect The loyalty contract The first quarterly mailing Waiting for the zero sum effect Maintaining momentum 6. Data, lovely data Drinking from the fire hose Measuring customer loyalty The problems with data warehouses Making a warehouse work What Tesco learnt about data 7. Four Christmases a year The Banana Man of Worcester To mail, or not to mail? Auditing the Clubcard statement Licensed to print money What Tesco learnt about mail 8. The quarterly me Clubcard Magazine Segmenting the magazine Keeping the magazine fresh 9. You are what you eat Five years of work Five problems for the data to solve The loyalty cube Discovering that you are what you eat Baskets become Buckets Buckets become Lifestyles 95 99 101 106 110 113 113 114 117 119 122 125 125 129 131 133 133 134 137 140 143 145 Contents 10. Lifestyles become habits Using all the data The Rolling Ball Shopping Habits Big Brother Segments at work 11. Launching a bank Clubcard Plus Outbanking the banks The bank of Tesco Sainsbury's bites back A new way of banking The Clubcard effect in a new business 12. Babies, beauty and wine Strengthening the bond The inner circle Baby Club Clubcard pizza What Tesco learnt about 'sub-clubs' 13. A bigger deal Partners for Clubcard Solo, shared and outsourced The early Clubcard partnerships Clubcard deals Deals becomes Freetime 14. From mouse to house 'It's our job to make home shopping work' Tesco on the Internet Real shoppers, real stores, real advantage The bubble that didn't burst How it's different online Becoming a non-food e-tailer How Clubcard helped Tesco.com 151 151 155159 160 162 165 165 168 172 175 179 182 183 183 187 189 195 199 203 203 205 210 215 220 225 225 229 231 234 237 242 244 x x I Contents 15. Five challenges for the future 247 Ten years on 247 Can Clubcard become a global scheme? 248 Can Clubcard remain the most popular loyalty programme in the UK? 253 Can Clubcard make promotions work better? 254 Can Clubcard issue instant rewards? 258 Can Clubcard help Tesco's suppliers? 260 The customer contract renewed 262 Acknowledgements Index 265 267

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