Scoring Points (Book)

November 2003
Management Services;Nov2003, Vol. 47 Issue 11, p3
Book Review
The article presents information on the book 'Scoring Points' published by Kogan Page. For the first time Tesco shares the secret of its transformation from Great Britain's second largest supermarket chain into a company that is not just Britain's largest supermarket, but also the world's largest Internet grocery supplier. The book shows how hard creating Clubcard, Great Britain's first modern supermarket loyalty scheme, was. It tells how Tesco's commitment to make winning customer loyalty its core purpose changed the way it makes decisions, how it used Clubcard to surpass Sainsbury's and become the country's largest supermarket for the first time, and how it created a unique way to communicate with customers and to win them over. The book shows how Tesco learned to make sense of the Clubcard data collected from 10 million households to launch successful new products and services at a fraction of the cost that rivals had to pay, and how the same data measures the success of almost everything Tesco does.


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