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_ A book from the masters of IMC
Just finished reading an excellent book, called “Scoring Points: How Tesco Is Winning Customer Loyalty”.
I think that Tesco owns one of world’s best integrated communication strategies, gathering everything around “Delivering the best shopping experience” for its customers. It’s also one of my favorite case studies of Integrated Marketing Communications.
When I first entered a Tesco store in London I understood in a couple of minutes how these guys managed to get in 10 years 30% of UK’s ENTIRE retail market. Whether you enter Tesco stores as a consumer, as a planner or as a hybrid of the two, you quickly feel that all the shopping experience is suitable to you as to any human shopper.
After reading this book I got deeper explanations how the loyalty card called “ClubCard” helped Tesco to implement its IMC strategy from head to toes. I strongly recommend it to all of you interested in retail business.
