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Scoring Points: How Tesco Continues to Win Customer Loyalty
Swipinga grocery store's loyal-customer card has become second nature to shoppers these days. Scoring Points, one of the seminal marketing books of the last decade, tells the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program -- and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt ...more
Hardcover, 294 pages
Published February 1st 2007 by Kogan Page
(first published October 3rd 2003)
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This book is still my favourite CRM and Loyalty subject matter resources. The Tesco programme is still very much alive in the UK right now, and this book is still continually updated; the book's business cases and baseline metrics will be relevant to anyone tasked to design or manage a loyalty programme.