Scoring Points: How Tesco Continues to Win Customer Loyalty

by Clive Humby

Swiping their grocery club's loyal-customer card has become second nature to shoppers these days. "Scoring Points" is one of the seminal marketing books of the last decade, telling 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, two major influences behind the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard -- the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.

Genres: Business, Nonfiction, Economics

Paperback

First published October 3, 2003

Reviews

[Sasha · Rating 4 out of 5]

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 · Rating 5 out of 5]

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 · Rating 5 out of 5]

Great book

[Jomz · Rating 5 out of 5]

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 · Rating 4 out of 5]

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 · Rating 4 out of 5]

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

[Laura · Rating 4 out of 5]

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 · Rating 3 out of 5]

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