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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