Rather than compete with competitors on price across the board, Tesco, a UK retail grocery chain, analysed data from its Clubcard loyalty programme and data, and focussed on a short list of products that influenced customer price perceptions, and slashed prices on those items. Tesco also used Clubcard to expand the range of goods customers put in their cart. For example, to compete for baby products with Boots pharmacy chain, Tesco introduced the Baby & Toddler Club, leveraged the Clubcard infra...

BPIR Categories

1.3.1 Build customer relationships
4.1.2 Manage advertising & promotional activities
4.1.4 Develop & implement marketing strategy
10.2.4 Use analytical (predictive/ text / statistics) techniques on data

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