Tesco ClubCard: How IT helped transform Tesco's customer insight (FT Weekend)

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.

Comments:

Which is precisely why I cut up my Tesco Clubcard. I don't want that sort of information stored about me anywhere.

Posted by guest on November 13, 2006 at 06:30 AM GMT #

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