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:

For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

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

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.

<< Previous

"Our mission is to earn and grow the lifetime loyalty of our customers."

- Sir Terry Leahy, Chief Executive Officer (Tesco), quoted in Tesco's 1998 Annual Report.

"They (Tesco) know more than any firm I have ever dealt with how their customers actually think, what will impress and upset them, and how they feel about grocery shopping."1

- Jim Barnes, Executive Vice President of Bristol Group, a Canada-based Marketing Communications and Information firm, and a CRM expert.

"The whole philosophy is in balancing the business in favor of the customer. That comes down to a mixture of company culture and customer insight."2

- Crawford Davidson, Director (Clubcard Loyalty Program), Tesco.

A Master at CRM

Every three months, millions of people in the United Kingdom (UK) receive a magazine from the country's number one retailing company, Tesco. Nothing exceptional about the concept - almost all leading retailing companies across the world send out mailers/magazines to their customers.

These initiatives promote the store's products, introduce promotional schemes and contain discount coupons. However, what set Tesco apart from such run-of-the-mill initiatives was the fact that it mass-customized these magazines. Every magazine had a unique combination of articles, advertisements related to Tesco's offerings, and third-party advertisements.

TESCO - The Customer Relationship Management Champion - Next Page>>

1] 'How a Supermarket can be a Corner Shop,' www.crmguru.com, January 23, 2003.

2] 'How a Supermarket can be a Corner Shop,' www.crmguru.com, January 23, 2003.

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.