TESCO CRM

Introduction of Tesco PLC

First founded in 1919 by Jack Cohen. Originated from England, United Kingdom. Started to diversify its business geographically during

the early 1990s.

The implementation proved to be successful and saw the

chain grow from 500 stores to 2500 stores in a space of 15 years.

Third largest retailer in the world. More than 530,000 employees in 12 countries. Consumers paying more than 75 million trips per week.

Tesco Clubcard Loyalty Scheme

Developed by marketing firm named Dunhumby. Introduced to the public in 1995. Emphasizes on customer satisfaction and loyalty to Tesco. Basically different ways in which a retailer can take advantage of the information base created by the card to generate economic value. Serves as a medium to maintain the relationship between the company and customers. Give good value to the cardholder.

TESCOS CRM PROGRAMME

Clubcard loyalty scheme innovation-online shopping

1. Clubcard loyalty Scheme

focus about rewarding customers continually upgrading the Clubcard

scheme for customers and gain competitive edge sources of information collected delivering a customized or personalised experience is now become a priority now able to keep in track with the latest technology

2. innovation-online shopping

leading, truly unique online grocer gold standard for UK online supermarket shopping delivering products that order online to the customer's door, or by refrigerated truck, if necessary delivery time slot is selected before orders are made

Tesco.com become world's largest,

Outcome of CRM programme

becoming a successful international brand adding value to the customer relationship

is still the driving force behind Tesco's success. separates the profitable clients with whom you want deeper relationships from the ones you should service at low cost

CUSTOMER EXPERIENCE
1. CONCEPTS USED
+ Touchpoint + Moment-of-truth

2. HOW TO UNDERSTAND???
+ Participation observation + Experience mapping

3. CLUES
+ Communication + Website & Electronic media

CUSTOMER VALUE
+ Value from Products
Product Innovation Product Synergies

+ Value from Services

+ Value from Communications

Disintermediation Personalization Interactivity

CUSTOMER LIFE CYCLE

First stage: Customer Acquisition defined as the process of acquiring new customers for business or converting existing prospect into new customers.

2 categories of New customers

new to the product category new to the company.

How will these prospects be approached?

o Advertising o official website o sales promotion

Second stage: Customer Retention and Development defined as the number of customers doing business with a firm at the end of a financial year expressed as percentage of those who were active customers at the beginning of the year. Positive customer retention strategies:
Delight customers Create customer-perceived added value

ClubCard reward

Third stage: Customer Development defined as process of growing the value of retained customers. Companies generally attempt to cross-sell and up-sell products into customer base.
Cross-selling selling additional products and services to an existing customer
Up-selling selling higher period or higher

margin products and services to an existing customer.

RECOMMENDATION
Non foods
Tesco direct Go Green

CONCLUSION
international company with many job

opportunities, including management, graduate, school leaver and apprentice posts.

clear organizational structures, detailed job

descriptions and person specifications.