Tesco leads the way in the loyalty program stakes: UK supermarket succeeds where so many others fall foul

Abstract

Purpose

The aim of the paper is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

What would you think if you entered your local supermarket one Friday night and encounter a display of disposable nappies directly next to the four‐packs of lager? That someone had been sabotaging the store layout? The backroom staff had made an error? In fact, this was an intentional strategy carried out by UK supermarket giant Tesco, based on the findings from store card data that a large proportion of males purchased lager and nappies on a Friday evening when, presumably, their spouse was having an evening out.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Tesco leads the way in the loyalty program stakes: UK supermarket succeeds where so many others fall foul", Strategic Direction, Vol. 23 No. 2, pp. 18-21. https://doi.org/10.1108/02580540710724456