Scoring Points: How Tesco Continues to Win Customer Loyalty

by Clive Humby, Terry Hunt, Tim Phillips

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0749453389
• ISBN13: 9780749453381
• Release Date: August 2008
• Publisher: Kogan Page
• Length: 312 Pages
• Weight: 1.06 lbs.
• Dimensions: 0.7" x 6.1" x 9.1"

Customer Reviews

Loyalty schemes were never so interesting

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.

Proves the point that a little loyalty can go a long way.

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.

The next level of market segmentation

very good read if you want to know your customers even better.

Best of its kind

This is a well written book with a nice chronological writing style which makes it feel like an adventure . The author manages to avoid speaking marketing jargonese and skimp on technical specifics of how the program was implemented providing ample details of the infrastructural , logistic and IT challenges faced by the loyalty program. Also interesting is the focus on explaining the rationale of every decision Tesco has made and a unbiased assesment of whether it went right or wrong. There is also detailed description of Tesco's ever evolving segmentation strategy. Also its amazing how Tesco links its Direct Marketing, Internet Marketing (esp the My Favorites), and tradional store marketing to the card database and also follows the "keep-it-simple-stupid" philosophy. One of the con's of this book it that it often contains quotes from people which do not convey anything and that it really does not cover the loyalty program outside of UK. Overall this a must read if you really want an insight into how loyalty cards can be much much more than a piece of plastic both to the retailer and the shopper.

The future of marketing

Excellent bookAs a Marketing Graduate student we have had to read countless books into what the future holds, what the trends are, and how to become more successful in making relevant and valuable propositions for our clients. After a while you see how some books and ideas just run into each other with out making new contributions to the fieldScoring Points helps break that mold.Clive Humby tells the story of how Tesco has managed to become one of the most successful retailers in the world, and not just talking about the high level conceptual thinking that marketers dream about, but actually performing and executing on those high end ideas.key points; get to know your customers, Essential customer genius, great insights and one to one marketing on steroids.