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.
- ISBN10 0749476257
- ISBN13 9780749476250
- Publish Date 3 January 2015 (first published 3 October 2003)
- Publish Status Active
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition Re-issue
- Format Hardcover
- Pages 304
- Language English