Scoring Points
Terry Hunt
- 9780749435783
Samenvatting:
Praise and reviews include: "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 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. "Ten million shoppers can't be wrong. Here, you can find out why." - "The Bookseller", July, 2003. Tesco Clubcard is the world's most successful retail loyalty scheme. Since 1995, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom's number one retailer, but also the world's most successful Internet supermarket, one of Europe's fastest growing financial service companies and arguably one of the world's most successful exponents of Customer Relationship Management (CRM).;"Scoring Points" is the dramatic, previously untold story of how 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. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers. "Scoring Points" is one of the seminal marketing stories 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.