Scoring Points: How Tesco Continues to Win Customer Loyalty
Scoring Points: How Tesco Continues to Win Customer Loyalty
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得分点：乐购如何继续赢得客户忠诚度
DOI：
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发表时间：
2004
期刊：
影响因子：
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通讯作者：
Tim Phillips
中科院分区：
文献类型：
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作者：
C. Humby;Terry L. Hunt;Tim Phillips
介绍1.首先，什么是忠诚？成功的秘诀客户忠诚度是真实的吗？2.让忠诚度付费忠诚度营销的经济学玩零和游戏忠诚度计划的基础四种忠诚度"货币"忠诚度计划是否付费？3.试用的俱乐部卡试用乐购和历史上的忠诚项目欧米茄忠诚的DNA重新发现客户4.因为我们可以在全国范围内推出速度的需要'电子绿色盾邮票'赶上什么使推出成功？5.每一件小事都有帮助俱乐部卡效应忠诚合同第一次季度邮寄等待零和效应保持势头。数据，可爱的数据从消防水管中喝水测量客户忠诚度数据仓库的问题使仓库工作Tesco从数据中学到了什么7.一年四个圣诞节伍斯特的香蕉人邮寄，还是不邮寄？审计俱乐部卡声明授权印刷货币的'季度我'什么乐购了解邮件8。你吃什么就是什么五年的工作数据要解决的五个问题忠诚度立方体发现你吃什么就是什么篮子变成桶桶变成生活方式9.生活方式成为习惯使用所有的数据滚动球购物习惯老大哥细分工作10.推出一家银行俱乐部卡加上银行外的银行特易购塞恩斯伯里的银行咬回来一种新的银行方式俱乐部卡效应在一个新的业务11。婴儿，美容和葡萄酒加强债券的内圈婴儿俱乐部俱乐部卡比萨饼乐购学到了什么'子俱乐部' 12。更大的交易Clubcard Solo的合作伙伴，共享和外包早期的Clubcard合作伙伴Clubcard Deals扩大优惠13.从鼠标到房子'这是我们的工作，使家庭购物的工作'乐购在互联网上真实的购物者，真实的商店，真实的优势没有破裂的泡沫它是如何不同的网上成为一个非食品电子零售商如何俱乐部卡帮助www.example.com 14。回到基本问题，询问观众简化俱乐部卡简单的营销15.海外俱乐部卡客户忠诚度在任何地方都一样吗？穿越大西洋屠宰圣牛dunnhumby美国克罗格之旅16. "乐购最有力的武器"关键功能价格战中的智能武器商店使促销工作更加努力三个字
Introduction 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 The 'Quarterly me' What Tesco learnt about mail 8. 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 9. Lifestyles become habits Using all the data The Rolling Ball Shopping Habits Big Brother Segments at work 10. 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 11. Babies, beauty and wine Strengthening the bond The inner circle Baby Club Clubcard pizza What Tesco learnt about 'sub-clubs' 12. A bigger deal Partners for Clubcard Solo, shared and outsourced The early Clubcard partnerships Clubcard Deals Broadening the offer 13. From mouse to house 'It's our job to make home shopping work' Tesco on the internet Real shoppers, real stores, real advantage The bubble that didn't burst How it's different online Becoming a non-food e-tailer How Clubcard helped Tesco.com 14. Back to basics Ask the audience Simplifying Clubcard Simple marketing 15. Clubcard overseas Is customer loyalty the same everywhere? Crossing the Atlantic Slaughtering sacred cows dunnhumby USA A journey with Kroger 16. 'Tesco's most potent weapon' A critical function Smart weapons in the price war The Shop Making promotions work harder Three little words