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Marketing Week: How Tesco revolutionised loyalty with Clubcard

The Inside Story: In the first of a new series, Marketing Week looks at how Tesco Clubcard transformed retailing, shopping and marketing forever, as told by the people who were there at its conception.

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When Edwina Dunn and Clive Humby were approached by Tesco about launching a loyalty card in 1994 they were told in no uncertain terms not to get excited. Tesco was adamant this was a one-off – the company didn’t use consultants, it just needed a little help.

However, Tesco would in fact need a lot of help and over the course of the next 16 years the duo would be central to building the UK’s first supermarket loyalty card, Clubcard, which would irreversibly change the marketing landscape for retailers, brands and customers.


Continue to read the article on Marketing Week here.