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Scoring Points: How Tesco Is Winning Customer Loyalty Clive Humby, Terry Hunt
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Instead of building the largest data store it could, Tesco initially set out to build the smallest store of data that would give useful information. Program, but we've looked at the program as a way of learning about how consumers shop, and what they want from their retailer, and therefore, not just changing the one to one communication with the customer, but changing the physical retail offer” - (Clive Humby, Scoring Points). Do you use customer loyalty cards at places where you shop or eat? Scoring points : how Tesco is winning customer loyalty / Clive Humby & Terry Hunt. In an e-mail to customers, BP says: “Fill up with BP and get double Nectar points! Scoring Points: How Tesco is Winning Customer Loyalty book download Download Scoring Points: How Tesco is Winning Customer Loyalty "Scoring Points" is one of the seminal marketing books of the last. Tesco is launching a free streaming TV/film service to Clubcard holders – well that is a potential benefit as it saves shelling out to Amazon for Lovefilm. [Quoted in the book: Scoring Points: How Tesco is Winning Customer Loyalty]. In this essay we will look at the relationship marketing techniques and loyalty schemes being used by Tesco to develop and maintain existing relationships with the different customer segments. Grocery loyalty: Tesco Clubcard and its impact on loyalty. The company has teamed up with the loyalty card provider to promote the offer under the banner “fuel you can trust”. So there are points but you need to recognise that the stores are not giving anything away – they are buying your purchasing details from you (it is illegal in the UK to use credit cards for this and anyway people may sometimes pay cash.).