Product details

This case deals with Tesco's launch of the Tesco Clubcard, a customer loyalty programme that awards customers points against purchases. These points are later redeemable for money-off coupons. The students/participants are asked to place themselves in the role of Sainsbury, one of Tesco's competitors, and come up with a response to the Tesco Clubcard. Initially, the question is whether Sainsbury should launch its own loyalty card or respond through price cuts, better service, and/or more advertising? As the case progresses, however, Sainsbury is pushed to come up with a loyalty program, at which point, the questions revolve around what type of loyalty program should be launched. This case is supplied as transparencies and is to be taught in an overhead slide format. For those instructors who feel uncomfortable with this format, the case is also available in a more traditional, two-part paper format '596-053-1 and 596-054-1'. This case was previously numbered 598-036-1.