Customer Reviews

Scoring Points: How Tesco Continues to Win Customer Loyalty

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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.

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.

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.

thanks for early delivery before estimated date. Book is excellent but I would wish more pictures and shapes in it. Only written examples given.