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Scoring Points

How Tesco Continues to Win Customer Loyalty

By (author) Terry Hunt
Format: Hardback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Jan 2015
Dimensions: w 156mm h 234mm d 19mm
Weight: 607g
ISBN-10: 0749476257
ISBN-13: 9780749476250
Barcode No: 9780749476250
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Synopsis
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.

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