Tesco Clubcard
From Wikipedia, the free encyclopedia
Tesco Clubcard is the loyalty card of Tesco, the UK's largest retailer. Clubcard is operated by Dunnhumby Limited, a private company now majority owned by Tesco.
Contents |
[edit] History
Dunnhumby was founded in 1989 by Clive Humby and Edwina Dunn.[1] The company, offering marketing services, signed clients such as Cable & Wireless and BMW.[2]
Tesco began investigating the benefit of a loyalty card in 1993 by collecting customer data and then sending them targeted offers.[2] In 1994 the man responsible for Tesco's trials, Grant Harrison, attended a conference where Humby was speaking. Following this both Humby and Dunnhumby's Simon Hay contacted Harrisson who agreed to work with them.[2] Successful trials throughout 1994 lead to the Tesco board asking Harrison, Humby and Hay to present their findings. The first response from the board came from Chairman Lord MacLaurin who said "What scares me about this is that you know more about my customers after three months than I know after 30 years."[3]
Clubcard was launched in 1995. David Sainsbury, then Chairman of J Sainsbury plc, rejected the idea of introducing a similar scheme. However the effect that Clubcard had on Sainsbury's sales lead to the reversal of that decision, with the Sainsbury's Reward Card launched in June 1996.[4]
[edit] Privacy concerns
 |
Please help improve this article by expanding this section. Further information might be found on the talk page or at requests for expansion. Please remove this message once the section has been expanded. This article has been tagged since March 2007. |
[edit] References
- ^ Who are we?. www.dunnhumby.com. Dunnhumby Limited (2006). Retrieved on March 30, 2007.
- ^ a b c Rigby, Elizabeth. "Eyes in the till", FT Magazine, Financial Times, 2006-11-11, pp. 16-22. Retrieved on March 30, 2007.
- ^ Mesure, Susie. "Loyalty card costs Tesco £1bn of profits - but is worth every penny", The Independent, 2003-10-10. Retrieved on March 30, 2007.
- ^ Randall, Jeff. "Sainsbury plays its loyalty card", Sunday Times, Times Newspapers, 1996-06-23. Retrieved on March 30, 2007.
