Contents

1.  Questions of loyalty
2.  Making loyalty pay
3.  Clubcard on trial
4.  Because we can
5.  Every little helped
6.  Data, lovely data
7.  Four Christmases a year
8.  The quarterly me
9.  You are what you eat
10. Lifestyles become habits
11. Launching a bank
12. Babies, beauty and wine
13. A bigger deal14. From mouse to house

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When Tesco said 'Thank you' to customers, they responded by opening wallets wider. The incremental sales benefit from the mailing was a like-for-like sales boost of ￡17.8 million, 40 per cent of which was from customers redeemin their Clubcard vouchers, and then spending more on that visit than usual. 'Tempting? Why not use yourClubcard vouchers to treat yourself to something special?' said the point-of-sale posters in every store, and customers were using them to splash out on goods they might not have bought before. Sales went up in the Health and Beauty department, Wines and Spirits - the areas of the store that Tesco was encouraging shoppers to visit. The other 60 per cent of the sales uplift came from the money-off product coupons that positioned in the mailing as an added bonus. The overall incremental sales uplift was enough to cover the costs of Clubcard, and more. It made a profit. And each of the quarterly statement mailings has achieved that ever since.

 The mailing has become and advertising medium in its own right, one that offers targeting opportunities for brands that want access ti the Tesco customer base. Clubcard can charge manufacturers and other suppliers for the opportunity to make offers on the statement mailing. This effect means that even today, coupons are half-funded by suppliers.

5.  Every little helped : The First Quarterly mailing (p. 80)

☞ CRM, Loyalty, Membership, Reward Program에 관심있는 분들 또는 TESCO에 관심 있는 분들에게는 꼭 한번 추천드리고 싶은 책입니다. 특히 CRM은 시스템이라고 믿고 계시는 분들은 한 번 읽어보심이...

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