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Scoring Points: How Tesco Is Winning Customer

Scoring Points: How Tesco Is Winning Customer Loyalty by Clive Humby, Terry Hunt

Scoring Points: How Tesco Is Winning Customer Loyalty



Download Scoring Points: How Tesco Is Winning Customer Loyalty




Scoring Points: How Tesco Is Winning Customer Loyalty Clive Humby, Terry Hunt ebook
Publisher:
ISBN: 074943578X, 9781417563029
Format: pdf
Page: 276


If you're considering setting up such a scheme, the Sainsbury's gives points, Tesco gives discounts; the difference is subtle but key to attracting their different target audiences. "Scoring Points" is one of the seminal marketing books of the last decade. It may not be a perfect example, but I think Tesco's loyalty scheme illustrates a central point very well. Just a list of tips based on what we've observed and experienced over a decade designing loyalty programs in different sectors. Books > Business and Economics > Marketing and Advertising > Marketing · ISBN: 9780749453381 - Scoring Points · Enlarge · Bookmark and Share · Scoring Points. The company has teamed up with the loyalty card provider to promote the offer under the banner “fuel you can trust”. In an e-mail to customers, BP says: “Fill up with BP and get double Nectar points! Scoring Points How Tesco Continues to Win Customer Loyalty Swiping their grocery club's. Suffolk Marketing Blog - How to Win Customer Loyalty. 2003, Scoring Points: how Tesco is winning customer loyalty, Kogan Page, London. Instead of building the largest data store it could, Tesco initially set out to build the smallest store of data that would give useful information. "If you're in marketing and you don't know the Tesco story, you're using antiquated techniques and approaches. In the current economic climate, customers are From a commercial point of view, the way to bring that indefinable added something that customers seek is often through a loyalty scheme. This is the future of marketing. In a speech at the Global Summit of the Consumer Goods Forum in Turkey, Tesco's chief executive Philip Clarke said that although winning loyalty is more difficult today because of the wealth of choice online, big data makes it easier to meet an individual's needs: “We're in a new era of retailing – the era of mass personalisation.” Its mobile apps will now enable shoppers to find their nearest store and add their Clubcard points by scanning their mobile at checkout. Scoring Points: How Tesco Continues to Win Customer Loyalty - Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. This begs the question, how do you build a loyal customer base? [Quoted in the book: Scoring Points: How Tesco is Winning Customer Loyalty]. Hsee, C.K., Fang Yu, Jiao Zhang, & Yan Zhang. How Tesco Continues to Win Customer Loyalty The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, and illustrate the benefits for Tesco and its customers.

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