This was the motivation behind a ground-breaking trial run in 1993 by the British supermarket Tesco. Under the guidance of husband-and-wife team Edwina Dunn and Clive Humby, and beginning in certain selected stores, Tesco released its brand-new Clubcard – a plastic card, the size and shape of a credit card, that customers could present at a checkout when paying for their shopping. The exchange was simple. For each transaction using a Clubcard, the customer would collect points that they could use against future purchases in store, while Tesco would take a record of the sale and associate it
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