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.

• We started tracking this book on October 10, 2014.
• This book was £14.90 when we started tracking it.
• The price of this book has changed 75 times in the past 3,785 days.
• The current price of this book is £11.40 last checked 9 hours ago.
• The lowest price to date was £11.40 last reached on February 15, 2025.
• This book has been £11.40 2 times since we started tracking it.
• The highest price to date was £28.49 last reached on February 11, 2025.
• This book has been £28.49 one time since we started tracking it.
• This book is currently at its lowest price since we started tracking it.

• Business & InvestingIndustries & ProfessionsCustomer Service
• Business & InvestingIndustries & Professions

• Text-to-Speech: Enabled
• Lending: Disabled
• Print Length: 257 Pages
• File Size: 713 KB