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1. Introduction
2. What are retail customer relationships like?
3. The reality
4. Definitions: state of mind vs. behaviour
5. Loyal states of mind examples
6. Loyal behaviour examples
7. Working on feelings or behaviour
8. Loyalty is not binary
9. Targeting loyalty
10. Role of information
11. Information exchange
12. E-loyalty - key dimensions
13. Loyalty schemes and loyalty themes
14. Logical & consistent, or quick fix?
15. The key - understand your customers
16. Objectives of loyalty approach
17. Measures and lifetime value
18. Tesco case study
19. In 1992, Tesco faced many challenges
20. How did Tesco achieve such growth since 1992?
21. UK's most popular non-consortium loyalty card
22. Milestones in Clubcard launch
23. Factors that led to Clubcard rolling out nationally
24. Basic data analysis provided valuable information
25. Sophisticated analysis and segmentation
26. Phase 1 Basic analysis
27. Phase 2: 'Loyalty Cube' analysis by dunnhumby
28. Customer interactions based on Loyalty Cube
29. Phase 2: Late 1990s
30. Phase 2: 'Tesco Lifestyles' - what and why
31. Phase 2: Lifestyles yielded better results
32. Phase 3: Tesco introduced 'Shopping Habits'
33. 'Shopping Habits' represet more powerful analysis
34. 'Shopping Habits' coveres all customers
35. Customer insight used by Tesco
36. Targeted marketing and events: quarterly mailing
37. Tesco uses insights to create new strategies
38. Pricing strategy
39. Conclusions
40. Speaker details

Topics Covered

• What are retail customer relationships?
• What is retail customer loyalty and where does it fit into relationships?
• The role of information in managing relationships
• Loyalty schemes and loyalty themes
• Measuring the value of relationships
• Tesco case study: what Tesco achieved and what can be learnt from it

Links

Series:

• Retail Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2009