附註:Includes bibliographical references and index.
1. Questions of loyalty -- In the beginning -- What is loyalty? -- The secrets of success -- Is customer loyalty genuine? -- 2. Making loyalty pay -- The economics of loyalty marketing -- Playing a zero sum game -- The foundations of a loyalty scheme -- Four loyalty 'currencies' -- Does a loyalty programme pay? -- 3. Clubcard on trial -- The trials -- Tesco and loyalty in history -- Project Omega -- The DNA of loyalty -- Rediscovering the customer -- 4. Because we can -- The national launch -- The need for speed -- Electronic Green Shield Stamps catch on -- What made the launch a success? -- 5. Every little helped -- The Clubcard effect -- The loyalty contract -- The first quarterly mailing -- Waiting for the zero sum effect -- Maintaining momentum -- 6. Data, lovely data -- Drinking from the fire hose -- Measuring customer loyalty -- The problems with data warehouses -- Making a warehouse work -- What Tesco learnt about data -- 7. Four Christmases a year -- The Banana Man of Worcester -- To mail, or not to mail? -- Auditing the Clubcard statement -- Licensed to print money -- What Tesco learnt about mail -- 8. The quarterly me -- Clubcard Magazine -- Segmenting the magazine -- Keeping the magazine fresh -- 9. You are what you eat -- Five years of work -- Five problems for the data to solve -- The loyalty cube -- Discovering that you are what you eat -- Baskets become buckets -- Buckets become lifestyles -- 10. Lifestyles become habits -- Using all the data -- The rolling ball -- Shopping habits -- Big brother -- Segments at work -- 11. Launching a bank -- Clubcard Plus -- Outbanking the banks -- The bank of Tesco -- Sainsbury's bites back -- A new way of banking -- The Clubcard effect in a new business -- 12. Babies, beauty and wine -- Strengthening the bond -- The inner circle -- Baby Club -- Clubcard pizza -- What Tesco learnt about 'sub-clubs' -- 13. A bigger deal -- Partners for Clubcard -- Solo, shared and outsourced -- The early Clubcard partnerships -- Cl
摘要:The 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.
