August 2008
Intermediate to advanced
304 pages
8h 57m
English
Content preview from Scoring Points, 2nd Edition
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- The trials
- Tesco and loyalty in history
- Project Omega
- The DNA of loyalty
- Rediscovering the customer
THE TRIALS
In November 1993, the press began to report strange goings-on in the UK’s supermarkets. ‘Tesco has started a customer loyalty programme,’ reported Campaign magazine, the weekly journal for advertising and marketing:
The company… has introduced electronic ‘swipecards’ in three outlets. Although Tesco is playing down the launch of a branded ‘ClubCard’ as ‘a test’, it has already had a 50 per cent take-up from customers in all stores applying to join the scheme. Sources say that Tesco is now planning a national rollout from next year.
Whoever the ‘sources’ were, they certainly weren’t the official ones ...
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