TESCO - The Customer Relationship Management Champion

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG070
Case Length : 16 Pages
Period : 1998-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Tesco
Retail ing
Countries : UK

To download TESCO - The Customer Relationship Management Champion case study (Case Code: MKTG070) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

A Master at CRM Contd...

Tesco ensured that all its customers received magazines that contained material suited to their lifestyles. The company had worked out a mechanism for determining the advertisements and promotional coupons that would go in each of the over 150,000 variants of the magazine. This had been made possible by its world-renowned customer relationship management (CRM) strategy framework (Refer Exhibit I for a brief note on CRM).

The loyalty card3 scheme (launched in 1995) laid the foundations of a CRM framework that made Tesco post growth figures in an industry that had been stagnating for a long time.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The data collected through these cards formed the basis for formulating strategies that offered customers personalized services in a cost-effective manner.

Each and every one of the over 8 million transactions made every week at the company's stores was individually linked to customer-profile information.

And each of these transactions had the potential to be used for modifying the company's strategies. According to Tesco sources, the company's CRM initiative was not limited to the loyalty card scheme; it was more of a company wide philosophy.

Industry observers felt that Tesco's CRM initiatives enabled it to develop highly focused marketing strategies...

Excerpts >>

Custom Search

3] Loyalty cards are a part of 'loyalty programs,' which fall under the domain of customer retention strategies. These cards reward customers when they make purchases from the company in the form of points that accumulate over time. These points can later on be redeemed for cash/gifts/discounts. Thus, they provide incentives to customers for remaining a particular company's customers.

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.