|
|
Article: LETTER: Tesco Clubcard is best lesson in use of data.(Letter to the editor)
- Article from:
- Marketing Week
- Article date:
- February 7, 2008
CopyrightCOPYRIGHT 2008 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Alan Mitchell always stimulates with his ideas ("Google gives Tesco Clubcard information technology lesson", MW January 24), but on this occasion, I feel his logic has gone off into the ether. The Tesco Clubcard has worked so well not because it is not replicable elsewhere - there are plenty of other multi-product retailers - but because the information it gathers has been used to improve the basic customer experience.
The next stage of development will not, however, be some (most definitely unexecutable, and unreplicable) copy of Facebook. On the other had, the wider idea of creating communities, or clubs, within the customer base, is a good one - ...