Scoring Points: How Tesco Continues to Win Customer Loyalty

by Clive Humby, Terry Hunt, Tim Phillips

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.

Genres: Business, Nonfiction, Economics

312 pages, Paperback

First published October 3, 2003

Reviews

[Sasha]

Had to force myself to get through this book. I read it for work reasons. There are some really interesting stories included and I found it entertaining to look up via LinkedIn the key Tesco staff involved and other people mentioned to see what they are up to now. Most of them are now at director level which says something.
I'd sum this book up as an insight into how to use loyalty data laterally to extract true value out of it. It was definitely worth reading, I'm glad I did.

[Mohammad Al-ubaydli]

Interesting data for every industry

Loved the numeric examples here about a great British company. My only criticism is that Ms Dunn the cofounder and CEO of Dunn Humby is not an author and only mentioned in the acknowledgements section.

[MR DANIEL FOREMAN]

Great book

[Jomz]

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.

[Cecilia]

Interesting look into how a loyalty programme can revolutionise the way a grocery retailer operate. Some chapters of the book is written by different authors with different styles, but beyond that the message is still pretty clear about what actions were taken and what impact they had.

[Zabetta Camilleri]

Below average is an understatement. I've read business school case studies that were more insightful

[Bruce Humbert]

Very good summary of how to use data to grow a brand and a business

[Laura]

Read this for work. Useful, helped map out the journey of the loyalty scheme from conception to present day (Well, around 2004). A fair few proofreading errors.

[Teresa]

Everything about the birth of the loyalty card program and the masterminds behind it.