Tesco – Time to Rethink Your Loyalty Scheme

Musings of a Virgin Entrepreneur

Green Sheild Stamps A few years ago, I wrote a well-received business case study that told the story of how Tesco used CRM , or Customer Relationship Management, to move from a pile it high and sell it cheap retailer to the UK’s best-loved supermarket brand both in market share and profitability.

The agent of change for Tesco was the customer loyalty scheme, which rewarded Tesco’s frequent customers but also provided Tesco with a wealth of actionable customer information that drove both sales & profitability.

The loyalty scheme was manifested through the Tesco Clubcard, which cardholders presented at the checkout to accumulate Clubcard points based on the value of their purchases, promotional offers and so on.

Clubcard vouchers were then sent out periodically to members, which could then be used in store against purchases or could be used to buy the products of businesses that were Clubcard partners.

This basic process…

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About bigdifferenceoflife

Trainer, Coach, Motivator & Sales Development Specialist
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