Customer Relationship Management Through the Tesco Clubcard Loyalty Scheme

7566 Words Sep 23rd, 2014 31 Pages
International Journal of Retail & Distribution Management
Building brand webs: Customer relationship management through the Tesco Clubcard loyalty scheme Jennifer Rowley

Article information:
To cite this document: Jennifer Rowley, (2005),"Building brand webs", International Journal of Retail & Distribution Management, Vol. 33 Iss 3 pp. 194 - 206 Permanent link to this document: http://dx.doi.org/10.1108/09590550510588361 Downloaded on: 15 September 2014, At: 19:08 (PT) References: this document contains references to 37 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 17452 times since 2006*

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IJRDM 33,3

Building brand webs
Customer relationship management through the Tesco Clubcard loyalty scheme
Jennifer Rowley
School for Business and Regional Development, University of Wales, Bangor, UK

194

Downloaded by UNIVERSITI MALAYSIA SABAH At 19:08 15 September 2014 (PT)

Abstract
Purpose – This article undertakes a case study-based analysis of the Tesco Clubcard loyalty scheme that seeks to re-conceptualise the role of loyalty schemes by focusing on the role of loyalty schemes in branding and brand webs. Design/methodology/approach – The article takes a case study-based approach. Tesco Clubcard has been chosen as the case under study, because it is a significant scheme, and because Tesco have a reputation for innovation in relation both to the use of technology and to approaches to delivering customer value. The analysis describes the features of Clubcard, with specific reference to the network of relationships facilitated through the scheme and the

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