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
Words: 7563 - Pages: 31
A Competitive Analysis on Tesco Introduction Tesco and Sainsburys rivalry goes way back and has been going on for over decades now. Tesco was founded in 1919 by a man named Jack Cohen. Its very first store opened in 1929 by T.E. Stockwell, and in 1932 Tesco became a PLC. Sainsburys started in 1869 and is part of the “multi-national company J Sainsbury in both the UK and the USA” (2008). The main focus of this essay is analysing Tesco against Sainsburys in their performance when it comes to marketing
Words: 1258 - Pages: 6
Nectar’s loyalty program pays out for Sainsbury's in numerous ways. Nectar helped Sainsbury's acquire customers. For instance, Nectar customers who are not Sainsbury customers may have another supermarket close to their home, such as Tesco. However, because these shoppers have a Nectar card, they are more likely to travel further for their grocery shopping in order to obtain loyalty points for their Nectar card. Additionally, Nectar allows Sainsbury to target members who are not currently shopping
Words: 653 - Pages: 3
Nectar Case Marketing 530 - Team 3 1. Is there any evidence that the program pays out for Sainsbury? Elaborate. * Nectar collected information on customers that helped Sainsbury’s to determine what stock to carry in which stores and to do more targeted marketing to customers. * Sainsbury’s had been losing market share, but after using Nectar’s rewards coalition their customers were spending more money than when they were using Sainsbury’s stand-alone points program. In fact, weekly
Words: 660 - Pages: 3
Raniga S11052046 Table of Contents CASE BACKGROUND 2 NECTAR 2 Nectar Promotions: 3 SAINSBURY 4 Therefore the aim of this case analysis is to find out: 4 CUSTOMER REGISTRATION 5 TWO METHODS OF REDEEMING POINTS 5 COMPETITION IN THE UK GROCERY RETAIL INDUSTRY 6 COMPARISION WITH COMPETITORS 7 SITUATIONAL ANALYSIS 8 CONSUMER PERCEPTION OF NECTAR PROGRAM 8 SPONSOR PERCEPTION OF NECTAR PROGRAM 9 SHOULD SAINSBURY CONTINUE WITH NECTAR? 10 SHOULD SAINSBURY HAVE ITS OWN LOYALTY PROGRAM? 12 SHOULD
Words: 3004 - Pages: 13
9-505-031 REV: DECEMBER 5, 2005 JOHN DEIGHTON Nectar: Making Loyalty Pay Persuading British households to do anything was not easy, yet, in the 18 months leading up to March 2004, Loyalty Management UK (LMUK) had induced over 54% of them to try collecting Nectar points and 40% to persist, making Nectar Britain’s largest rewards program. Each week it added 50,000 new members (whom Nectar called collectors). Rob Gierkink, CEO of LMUK, was pleased with his team’s accomplishment. In March
Words: 5888 - Pages: 24
share until partnering with Nectar and then became U.K.’s second largest supermarket chain after the first year of using the program. They also discovered weekly spending was 40% greater among people collecting points from several sponsors than only from Sainsbury’s. A study suggested that Sainsbury’s gained market share from non-Nectar retailers through gasoline sales due to the competition between BP and Sainsbury’s with Nectar. Sainsbury’s benefited from the Nectar program by: · Increasing
Words: 642 - Pages: 3
Table of Contents 1. INTRODUCTION 3 2. PROCEDURES 3 3. FINDINGS 3 3.1 Customer Service Standards 3 3.2 Identifying and meeting the expectations of key customers 4 3.3 Maintaining Customer Aftercare 5 3.4 Obtaining and monitoring qualitive and quantitive customer feedback 5 3.5 Evaluation 6 4 Conclusion 7 5 Recommendations 7 1. INTRODUCTION This report is being produced at the request of Annette Wilson of Wilson’s Consulting. The report is to evaluate
Words: 2441 - Pages: 10
Journal Article: Building Brand Webs: Customer Relationship Management Through the Tesco Clubcard Loyalty Scheme Group Topic: Customer Relations and the Food Industry In this journal article, the author, Rowley, examines the use of loyalty schemes and the role that they have in developing a customer relationship with the brand distributing, or communicating with the loyalty scheme. The role of loyalty schemes in branding is also examined alongside their effectiveness of keeping
Words: 1001 - Pages: 5
Assignment questions: 1. What should Justin King do with the program? In my opinion King should continue with nectar program . Nectar provides Sainsbury with valuable information about their customers that helps keep Sainsbury thriving : In other words * 2.9% raise in revenue Cost is dispersed amongst the partners * Increase in number of buyers due to a large number of partners Cons: * Costs more than 120 million pounds towards the loyalty program * Company is competing
Words: 490 - Pages: 2
