Scoring Points: How Tesco Continues to Win Customer Loyalty
Categories: Kindle Store, Kindle eBooks, Business & Money

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.


Publisher: Kogan Page; 2nd edition (August 3, 2008)
Publication date: August 3, 2008
Language: English
File size: 713 KB
Text to Speech: Enabled
Screen Reader: Supported
Enhanced typesetting: Enabled
X Ray: Not Enabled
Word Wise: Enabled
Sticky notes: On Kindle Scribe
Print length: 257 pages