Tesco’s insights into customer loyalty

I’m working on some new resources for various marketing units and one key topic to research this week is customer loyalty.  There are many “loyalty schemes” out there for households, consumers and even businesses.  But the biggest and (possibly) most effective of all is Tesco’s Clubcard scheme.  I came across this really useful article in the Times archive from 2009 (thankfully not covered by the new paywall) which explains the history and current use of the Clubcard system.  Lots of useful business studies material in there beyond the obvious marketing topics.  For example, you could link the use of Clubcard to more effective business planning, choice of new Tesco business locations and also inventory management.  Well worth a read or print out.

Revision Presentation - Using Budgets [17 May 2012]
Marketing analysis: the UK supermarket battleground [3 May 2012]
Flaws in Tesco’s strategy [24 Apr 2012]
CSR - Tesco leads firms having second thoughts about unpaid work experience scheme [22 Feb 2012]
More perspectives on our changing shopping habits [26 Jan 2012]
Strategy Lessons from the Tesco Downfall [15 Jan 2012]
Tesco’s Big Price Drop - on the Stock Market, or, Porter and Ansoff in action [12 Jan 2012]
Tesco takes it ‘easy’, controlling costs in its US operations [11 Jan 2012]
Revision Quiz - Marketing: Promotion [1 Nov 2011]
Shoppers switch stores as income patterns change [11 Oct 2011]
Tesco’s sausage advert is banned [15 Sep 2011]
Student challenge - who should sponsor the Race for Life? [6 Sep 2011]
Tesco and Retrenchment [31 Aug 2011]
Tesco adapts to the South Korean market [8 Aug 2011]
Leadership - More Insights from Sir Terry Leahy [21 Jul 2011]
Lessons from the Tesco Growth Story courtesy of Sir Terry Leahy [4 Jul 2011]
Lean and mean - from Toyota to Tesco [10 Jun 2011]
Shareholder power at Tesco [31 May 2011]
Tesco’s overseas strategy: next steps [10 May 2011]
Tesco -  The right strategy in the US? [23 Apr 2011]
Leadership Resource - Every Little Helps [16 Mar 2011]
Dominos Pizza - the Recipe for Business Success [9 Jan 2011]
Q&A - Outline the main methods of sales promotion [2 Jan 2011]
Q&A - What is predatory pricing? [2 Jan 2011]
Q&A - Should a business use a “loss leader” as part of its pricing tactics? [31 Dec 2010]
Marketing to Mothers [30 Dec 2010]
Meet Sir Terry Leahy at the Business Teacher National Conference 2011 [18 Dec 2010]
Growing market share by stealth?  Tesco and One Stop [17 Dec 2010]
Advent business (1) - shortages [1 Dec 2010]
Start-ups - a surge in new businesses post recession [2 Nov 2010]
Online distribution channels - which retailers are still missing out? [1 Sep 2010]
Lesson Worksheet - Marketing Mix: Promotion Basics [1 Aug 2010]
Tesco sells some stores - a good example of a sale and leaseback [28 Jul 2010]
Technology in action - behind the scenes at the Ocado warehouse [27 Jul 2010]
Customer service lessons from a taxi driver [13 Jul 2010]
The Caffe Nero Loyalty Scheme - Simple and Effective [13 Jul 2010]
Dark days for the UK nightclub market [21 Jun 2010]
Supermarkets set for a new price war? [13 Jun 2010]
Silence is Golden for the Tesco Nuns [2 Jun 2010]
Strategy Case Study - Asda Nets Netto [28 May 2010]
Sir Richard Branson on Virgin Atlantic Business Strategy [26 May 2010]
BUSS4 UK Recession - More Profit & More Customers - How Sainsburys Did It [25 May 2010]
BUSS4 - Building exam skills [21 Apr 2010]
Market share gains for the fizzy pop Scots [22 Mar 2010]
Strategies for the Recession - Insights from Six Restaurant Group CEOs [19 Feb 2010]
Some good reasons why startup business plans are a waste of time [17 Dec 2009]
Breakfast for $1 tests price elasticity of demand [12 Dec 2009]
BOGOF becomes BOGOFL (or BNFNT) [18 Nov 2009]
Diversification strategy : Tesco opts for own-label banking [28 Oct 2009]
The Jenson Button Business Lesson [21 Oct 2009]
Flatter Organisational Structures - Should UK Education be Next? [14 Oct 2009]
Tesco in Korea - a classic case study in international expansion [6 Sep 2009]
Video case study: battling for survival in the restaurant trade [31 Aug 2009]
Recession Bites - new food shopping habits [29 Jun 2009]
Apprentice Stars Lack Entrepreneurial Spirit [4 Jun 2009]
Q&A - What are the benefits of business planning to a start-up? [1 May 2009]
Q&A - What is repeat business and why is it important? [1 May 2009]
The never-ending sales promotion proves a winner [28 Mar 2009]
Q&A - What is meant by repeat business and why is it important? [1 Mar 2009]
Sales promotion tactics change at Tesco and Asda [28 Feb 2009]
Price war on the way - with chocolate as the winner [13 Feb 2009]
Working with suppliers - the grocery battle [30 Jan 2009]
SWOT analysis for Britain’s leading high street retailers [30 Dec 2008]
Revealed - the Secrets of a Retailer’s Christmas Logistics [18 Dec 2008]
Is the latest supermarket “price war” just a public relations stunt? [19 Sep 2008]
Private shareholders suffer big losses from quoted company investments [28 Aug 2008]
Changes in demand - the Olympic impact on goggles and bikes [26 Aug 2008]
Carry on camping to counter the credit crunch [4 Aug 2008]
Sales promotion in action - great examples from the UK tourism industry [1 Aug 2008]
Credit Crunch - will you stay loyal to your favourite shops? [15 Jul 2008]
Tesco takes a breather in its US growth strategy [31 Mar 2008]
Tesco creates waves in seaside holiday town [25 Mar 2008]
An A to Z of UK High Street Retailers [4 Feb 2008]
Festive cheer’ or promoting “binge drinking”? [11 Dec 2007]

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