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QUESTIONS FOR DISCUSSION:
1. Examine the customer service efforts undertaken by Tesco prior to the loyalty card scheme?s launch. Why do you think the company felt the need to launch Club cards?
2. Analyze Tesco?s Clubcard scheme in depth and comment on the various customer segmentation models the company developed after studying the data gathered.
3. How did Tesco use the information collected to modify its marketing strategies? What sort of benefits was the company able to derive as a result of such modifications?
4. What measures did Tesco adopt to support the CRM initiatives on the operational and strategic front? Is it enough for a company to implement loyalty card schemes (and CRM tools in general) in isolation? Why?
5. With Tesco moving away from its core business of grocery retailing and focusing on globalization, what do you think the future has in store for the company? What do you think the company should do to retain its growth pace and leadership status?
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