Slashdot Mirror
Can a Customer Loyalty Database Change a Society?
Retrospeak writes "'Organisations that continue to put the brand at their epicentre and pay only lip service to the notion that the customer is king, will fail. It's just a matter of time.' So says business strategist Clive Humby. His marketing company, Dunnhumby handles the loyalty scheme database for Tesco, the third-largest retailer in world and the biggest retailer in Britain. This fact combined with a strong customer loyalty program means they may have one of the largest databases in the world. The Economist goes on to state that Britain itself is being changed by the secondary effects of Tesco's massive customer-driven database." From the article: "Some of these changes are small. The dust jacket of a book that was to be sold in-store was recently altered because a Tesco buyer did not like it. Others are more fundamental. Before the Clubcard came along, the largest panels that suppliers could use consisted of around 20,000 people. But suppliers can now pay for access to the database and many just rely on Tesco."
Tesco use a Teradata data warehouse analytical/relationship marketing. They're a division of NCR.
Wegman's recently moved into my old neighborhood, and I can attest it is one of the most well-run companies I've seen. The stores are huge, the selection is tremendous, and the focus on building a positive customer experience is intense.
Wegman's seems to be a little more serious about their customer database and the quality of data it contains. My mother-in-law tried to use my wife's Wegman's loyalty card, and they checked her ID and wouldn't let her use it. I would really like to see the type of things they're doing with their DW.