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International Journal of Retail & Distribution Management
Building brand webs: Customer relationship management through the Tesco Clubcard loyalty scheme
Jennifer Rowley

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Downloaded by Newcastle University At 07:53 22 November 2014 (PT)

To cite this document:
Jennifer Rowley, (2005),"Building brand webs", International Journal of Retail & Distribution Management,
Vol. 33 Iss 3 pp. 194 - 206
Permanent link to this document: http://dx.doi.org/10.1108/09590550510588361 Downloaded on: 22 November 2014, At: 07:53 (PT)
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The current issue and full text archive of this journal is available at www.emeraldinsight.com/0959-0552.htm Building brand webs
Customer relationship management through the Tesco Clubcard loyalty scheme

194

Jennifer Rowley
School for Business and Regional Development,
University of Wales, Bangor, UK
Abstract

Downloaded by Newcastle University At 07:53 22 November 2014 (PT)

Purpose – This article undertakes a case study-based analysis of the Tesco Clubcard loyalty scheme that seeks to re-conceptualise the role of loyalty schemes by focusing on the role of loyalty schemes in branding and brand webs.
Design/methodology/approach – The article takes a case study-based approach. Tesco Clubcard has been chosen as the case under study, because it is a significant scheme, and because Tesco have a reputation for innovation in relation both to the use of technology and to approaches to delivering customer value. The analysis describes the features of Clubcard, with specific reference to the network of relationships facilitated through the scheme and the actual or potential value that Tesco and its partners, be they customers or other organisations, derive from the scheme.
Findings – Tesco Clubcard builds relationships on additional dimensions, through: the option to collect Clubcard points through transactions with other retailers; the option to use reward points with a range of leisure and associated outlets, and, the e-loyalty element of the scheme accessible through the internet.…