Scoring Points: How Tesco Continues to Win Customer Loyalty [Hardcover]

Clive Humby (Author), Terry Hunt Ed.D. (Author), Tim Phillips (Author)

Book Description

Publication Date: February 28, 2007

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.

Editorial Reviews

Review

"This is the future of marketing. Read it and profit." -- Professor Don Schultz, Northwestern University

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.

Product Details

• Hardcover: 294 pages
• Publisher: Kogan Page; 2nd edition (February 28, 2007)
• Language: English
• ISBN-10: 0749447524
• ISBN-13: 978-0749447526
• Product Dimensions: 1.2 x 6.2 x 9.5 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #864,326 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Proves the point that a little loyalty can go a long way., July 9, 2009

By 

Rebecca Clement "Publisher, Soundview Executi... (Philadelphia, PA) - See all my reviews

This review is from: Scoring Points: How Tesco Continues to Win Customer Loyalty (Paperback)

Customer loyalty programs come and go, because they are typically very labor and cost intensive. However, one such program that can't be ignored is the phenomenal success secured by the Tesco Clubcard program. Authors of the book - "Scoring Points" - have done a superb job of creating an in depth case study of UK-based grocery chain Tesco. Prior to the launch of its Clubcard in 1995, Tesco was one of three chains jockeying for mindshare and wallet share among consumers. According to the authors, that changed with the Tesco Clubcard program which transformed the sleepy grocer into the world's most successful online supermarket. Soundview likes this book because it shows Tesco's progression and maturity regarding customer relations, and its transformation can be duplicated by virtually any organization willing to make the commitment. Additionally, the insight into customer habits and motivation gleaned from such loyalty programs can more than pay for themselves in greater repeat business and new sales. A little loyalty goes a long way.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Loyalty schemes were never so interesting, February 5, 2010

By 

Gustavas Jankauskas "Gustavas Jankauskas" (Lithuania) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Scoring Points: How Tesco Continues to Win Customer Loyalty (Paperback)

Tesco's loyalty program "Clubcard" is recognised as by far the most succesful system of this kind in the world.
This book allows us to get deep into this topic, understand the loyalty schemes used and possible, as well as discusses the value of loyalty programs themselves.
I found this book of a high value, thus would recommend it to all retailers as well as suppliers, who want to understand their partners better as well as to find ways for partnership of a higher added value.

4.0 out of 5 stars Hidden pearl of CRM expertise, September 13, 2011

By 

Vitek Filip - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Scoring Points: How Tesco Continues to Win Customer Loyalty (Paperback)

Given the fact that book is out for quite a long time and has not appeared in any major listing, let me label it a hidden pearl of CRM expertise. Book depicts how Clubcard, ultimate Tesco (retail) loyalty scheme, has been launched and later upgraded. The story, itself, is not the key essence of the book, but it reveals the principles of loyalty card establishment, including do's and dont's. If you work in CRM (even if loyalty program is not your responsibility), I strongly suggest you read this excellent piece.