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Scoring Points: How Tesco is winning customer loyalty

Launched in 1995, Tesco Clubcard is one of the world's most successful retail loyalty schemes. It has helped transform Tesco, not only into the UK's leading retailer, but also the world's most successful internet supermarket, one of Europe's fastest growing financial services companies, and arguably one of the world's most successful exponents of customer relationship management.

Scoring Points tells the story of how the Clubcard was conceived, launched and developed: the successes, the failures and the valuable lessons learnt. The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty marketing program was failing. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers.

Here's the full list of chapter headings:

Questions of loyalty
Making loyalty pay
Clubcard on trial
Because we can
Every little helped
Data, lovely data
Four Christmases a year
The quarterly me
You are what you eat
Lifestyles become habits
Launching a bank
Babies, beauty and wine
A bigger deal
From mouse to house
Five challenges for the future

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Praise for 'Scoring Points: How Tesco is winning customer loyalty'…

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' in place today. Read it and profit.
Don Schultz, Professor of Integrated Marketing Communications, Northwest University, USA

Everyone who is passionate about the science and art of marketing respects the achievement of Tesco and the Clubcard customer loyalty programme. This book tells the whole story and gives us a host of exciting insights into one of the most important developments in marketing in two decades.
Simon Waugh, Group Marketing Director, Centrica

Scoring Points demonstrates the possibility of transforming a brand, a category, a company and ultimately an entire industry through brilliant business understanding and creativity.
Bob Schmetterer, President and COO, Havas and Chairman and CEO, Euro RSCG Worldwide