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Scoring Points: How Tesco Is Winning Customer Loyalty
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"Scoring Points" is the dramatic, previously untold story of how Tesco used Clubcard -- its loyalty scheme -- to reinvent itself and its relationship with its customers, in the words of the people who were there. Between 1995 and the present day, Britain’s second largest grocer not only came to dominate supermarket selling in Britain, but created one of Europe’s fastest growing financial service companies, launched the world’s largest internet grocery business, and created a global retail giant selling everything from travel insurance to televisions. How? By getting to know its customers better.
Clive Humby and Terry Hunt have helped to mastermind this spectacular transformation. With Tim Phillips, one of the UK’s top business journalists, they now tell the inside story. This is a fascinating behind-the-scenes look at what customer loyalty means, how it works -- how it will change the way companies sell...and the way we shop.
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