Tesco ClubCard: How IT helped transform Tesco's customer insight (FT Weekend)
By stephendavis on Nov 13, 2006
Until the introduction by Tesco of its ClubCard customer loyalty programme tweleve years ago, retailers and manufacturers alike had only a rough idea of what different groups of shoppers bought. This knowledge was usually based on either self-completion questionnaires, counting the number of items remianing on the supermarket shelf or a researcher following individuals around the store noting all their purchases. Grocery retailer Tesco has now built a 40 terabyte database recording every single purcahse made by its 13 million ClubCard customers every time they use their card. The FT Magazine this weekend published a feature on how the Tesco ClubCard has become consider the company's most significant competitive advantage - even ahead of its scale and market penetration.