FEATURE28 October 2019

Using data to create an emotional connection

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Tim Mason

Features Impact Retail UK

Tim Mason launched the Tesco Clubcard in 1995 and re-wrote the rulebook on customer loyalty. Here, he writes about the evolution of the scheme and how it allowed the supermarket to understand far more about its shoppers

Tesco was by no means the first retailer to launch a loyalty scheme. But it was the first mass UK grocer to do so motivated by wanting to harness an emotional connection to customers.

Sir Jack Cohen, the founder of Tesco, signed up ...