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.