Scoring Points: How Tesco Continues to Win Customer Loyalty

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9780749453381: Scoring Points: How Tesco Continues to Win Customer Loyalty
Review:

"If you're in marketing and you don't know the Tesco story, you're using antiquated techniques and approaches. This is the future of marketing. Read it and profit." Professor Don Schultz, Northwestern University, USA "A compelling behind-the-scenes account of the successes, the failures and the lessons learnt." World Advertising Research Center "Details the advent of a loyalty programme that set the standard for rivals." The Independent "Tesco... is the rare success in a landscape littered with failed customer-relationship programs." Harvard Business Review "A story of leadership in marketing and of making the idea of "customer orientation work - for customers and for staff." Allaboutbranding.com "Will be read avidly by all those trying to emulate Tesco's success, and well it should." Loyalty "Recounts how a mass retailer transformed itself into a membership brand and looks at the successes, failures and lessons learned." In-Store "A fascinating insight into database marketing. Tesco has developed an impressive tool for communicating with its customers, something to which every major retailer must aspire." Media Week "The inside story of how Tesco managed to make their Clubcard scheme work." Marketing Business "Thought-provoking and relatively balanced chapters for those interested in card strategy." Chain Store Age "A host of exciting insights into one of the most important developments in marketing in two decades." Simon Waugh, Group Marketing Director, Centrica "Filled with insightful multidisciplinary examples and detailed data analysis ... an absolute must read for anyone who has to connect with today's consumer." Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide "The story of Tesco's gutsy, groundbreaking experiment with IT and a textbook example of how the Digital Age keeps making it possible for smart, daring businesspeople to rewrite the rules of commerce." Get Abstract "An excellent account of leadership in marketing." Professional Manager "Fascinating account of how a major retailer has transformed itself into a membership brand." Long Range Planning "Ten million shoppers can't be wrong. Here you can find out why." The Bookseller "Tesco Clubcard is the world's most successful retail loyalty scheme...Tesco emerges as very different to the uncaring monolith of media lore." The Grocer "Details the pioneering efforts to make its customer loyalty programme effective...Scoring Points shows it has never been more fundamental to Tesco's success." Retail and Leisure International "This isn't a story simply about the rise of one company over others. It is about Tesco's culture change which enabled this to happen, and how it defied many of the principles of retailing in order to achieve it." Card World "What is the Clubcard's magic ingredient then? Simplicity...There's a valuable lesson there for businesses in any sector." Business XL "One of the very few marketing 'must read' books that I have read." Database Marketing "Reveals not only the hows and whys of Tesco's success...but also how US-enterprise Kroger may be able to grapple Wal-Mart's grip over American consumers by copying Tesco's technique." EasyJet Inflight magazine "A handbook on how to create and manage a process that proves the point made by Frederick Reichheld, ... that 'profit is a consequence of value creation." Marketing: Ireland's Marketing and Media Monthly "A must read for all observers in the retail industry." Worldwide Retail Automation "Scoring Points is one of the seminal marketing stories of the last decade." Network magazine "When the first edition of this book appeared in 2003, many 'experts' - whilst grudgingly admitting that Clubcard had been a success - took the view that its time had run. This updated account shows how wrong they were - and why." Argent

From the Publisher:

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.

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Descripción Kogan Page Ltd, United Kingdom, 2008. Paperback. Estado de conservación: New. 2nd Revised edition. 230 x 156 mm. Language: English . Brand New Book ***** Print on Demand *****. Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco s spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the lessons learnt. The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, and illustrate the benefits for Tesco and its customers. 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. Nº de ref. de la librería AAV9780749453381

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Descripción Kogan Page Ltd, United Kingdom, 2008. Paperback. Estado de conservación: New. 2nd Revised edition. 230 x 156 mm. Language: English . Brand New Book ***** Print on Demand *****. Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco s spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the lessons learnt. The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, and illustrate the benefits for Tesco and its customers. 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. Nº de ref. de la librería AAV9780749453381

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Descripción Kogan Page, 2008. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 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. Nº de ref. de la librería ABE_book_new_0749453389

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Descripción Kogan Page. Paperback. Estado de conservación: New. Paperback. 304 pages. Dimensions: 9.1in. x 6.1in. x 0.9in.Swipinga grocery stores 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, twokey members ofthe 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. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. de la librería 9780749453381

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Descripción Kogan Page, 2008. Paperback. Estado de conservación: New. book. Nº de ref. de la librería 0749453389

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