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53 win- win- win " Contrary to popular belief, Tesco's most potent significant competitive advantage in the UK is not its scale. We believe Clubcard, which conveys an array of material benefits across virtually every discipline of its business, is Tesco's most potent weapon in the ongoing battle for market share. Very simply; Tesco is big because it's good, not vice versa." J. P. Morgan Cazenove Limited, Tesco analyst report ( August 31st 2005)

54 Customer data is good for brands, good for retailers and good for customers. By placing customers first, rewarding loyalty and listening intently to their needs, both business stakeholders are able to improve their share of wallet. For example, a customer-centric retailer would never send a mailing to a loyal Pepsi drinker persuading them to buy Coca- Cola because it's not good for customers. Edwina believes that customer data is a powerful currency within business because of its honesty. " This is how you get an honest view of reality," she says. " It's the one figure that is factual and clear - you see the truth warts and all. Just follow exactly what the customers are doing." Many chief executives struggle to draw parallels between the different reporting structures and different metrics that department heads and product managers use to prove that they have the best department in the business, even if the share price and profits say otherwise. The neutrality of customer data is one reason it speaks so loudly to leaders. It directly links the shop floor to the boardroom. Look after the loyal One of dunnhumbyUSA's clients ' The Home Depot' came to realise that their business would grow if they paid more attention to their existing loyal shoppers, rather than become distracted by winning new ones. As recently reported in the press, analysis of The Home Depot's customer data revealed that even its best customers were only spending 40% share of their wallet. Indeed, 3% of the DIY retailer's best customers represented over 25% of their sales. Half of these were professionals - builders, plumbers and carpenters - and half were small business owners. The Home Depot was in danger of alienating its most valuable customers as it had shifted its focus onto ' softer' elements of DIY, like furnishings and decorations. The Home Depot had not appreciated how valuable its professional customers were and had not been rewarding them or targeting its marketing and services around their needs. The home retailer is now on a journey to ensure its pricing and product selection rewards its most loyal customers too. any colour you like as long as it's any colour you like Just follow what the customers are doing