Tesco boasts an impressive history in the UK and abroad. Over the years, the grocery goliath has achieved continued success by remaining at the forefront of retail trends, including everything from self-service shopping to international expansion. More recently, Tesco has made its mark with a sophisticated online grocery strategy that enables seamless digital shopping. Founded in , the company initially consisted of a group of high-performing market stalls.
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Programmatic efforts to build customer loyalty whether conceptualized as retention or attraction, attitudinal attachment to the company reflects deliberate managerial efforts and at least provides a partial understanding of the long term relationship between the customer and the company Bacon and Blyton, However, regardless of the anecdotal evidence and intuitive appeal of the notions, there continues to be empirical for or against the customer loyalty programmes Askenazy, Askenazy argues that strategically initiatives should be adopted when they contribute to or create new competitive advantages for the company at a cost exceeded by the benefit and this forms the basis of competitive advantage. Customer attraction and retention and the overall performance of the organizations are based customer satisfaction. Various scholars have discussed how marketing and loyalty programs boost the performance of an organization Valle and Witt, The effectiveness of customer loyalty programs on the performance of Tesco has been given very little attention as a result Letts et al. This research, therefore, seeks to determine the extent to which Customer Loyalty program provides a Competitive Advantage to Tesco.
Tesco PLC British-based international grocery and general merchandising retail group. The company is the third largest retailer in the world measured by profits, has over 6, stores and employs more than , people. Tesco introduced its loyalty programme called Clubcard as the main tool to measure customer behaviour back in
This article was previously published in Global Convenience Store Focus. As one of the most iconic programmes in the country, the current Clubcard loyalty programme was launched almost twenty five years ago and the scheme now boasts over 17 million members in the UK alone and operates in a number of European markets. So when the Clubcard programme recently announced such a dramatic addition to its loyalty strategy, it captured the attention of journalists, C-Suite Executives and consumers alike.