A“RagstoRiches”Story(NotLiterally)
Wasfoundedin1919byJackCohen
ThenameTESCOwasformedbycombiningtwowords– “ThomasEdwardStockwell”and“COhen”
BusinessMottoof“Pileithigh,Sellitcheap”
OneofthebiggestdomesticstorechainsinUK.
Blah,BlahBlah…...............
NOTVERYFRIENDLY
POOR SHOPPING EXPERIENCE
BADIMPRESSION ONCUSTOMERS
ANYTHINGELSE?
TopManagem
ent
MiddleManagement
FrontlinePeople
Customers
IT’SOLDAPPROACH
IT’SNEWAPPROACHCustomers
FrontlinePeople
MiddleManagement
TopManagement
IMPROVINGQUALITY
OFSHOPPING
*NOTE:Iknowthatthisimageistoo“cheesy”,butyougetthepointright? (Ihopeyoudo)
HANDLING
CUSTOMERCOMPLAINTS
CONNECTINGWITHCUSTOMERS
BUTOVERALLOFTHIS,THEMOST
SIGNIFICANTCHANGEWAS
THISTESCO CLUBCARD
SO,HOWDID
THISHELP?
GAVEALARGE
DATABASETOWORKON
STUDIED CUSTOMERSHOPPINGDATA
TRACED SHOPPINGPATTERNSOFCUSTOMERS
TARGETED THEMWITHSPECIFICOFFERS
BYCREATING“DNA”PROFILEOFCUSTOMERS
oBetween1990and1995,Theyattracted1.3Millionnewcustomers
oBecauseofnewcustomers,revenuesincreasedoTESCOsurpassedSainsburyin1995oWithin15monthsofIntroduction,8MillionClubCards hadbeenIssued.
oBy2005,ithad35%marketshareinsupermarketspending.
WASTHE
EFFORT WORTHIT?
GOFIGURE.
SUMMARYo HISTORYo ISSUEo OLDvsNEWMODELo METHODSo TESCOCLUBCARDo DATAMINING
o OUTCOME
DISCLAIMER
CreatedbyRishab DevBhaskar,BITSPilani Dubai,duringamarketinginternshipby:Prof.SameerMathur,IIMLucknow