Scoring points : how Tesco continues to win customer loyalty / Clive Humby, Terry Hunt and Tim Phillips

Includes index

Questions of loyalty -- Making loyalty pay -- Clubcard on trial -- Because we can -- Every little helped -- Data, lovely data -- Four Christmases a year -- You are what you eat -- Lifestyles become habits -- Launching a bank -- Babies, beauty and wine -- A bigger deal -- From mouse to house -- Back to basics -- Clubcard overseas -- 'Tesco's most potent weapon'

'Scoring Points' tells the story of how Tesco Clubcard was conceived, launched and developed. It shows how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed.