What to do with Clubcard and dunnhumby ?
Dave Lewis, Tesco's new CEO,starts on Monday and amongst the many questions he needs to consider, one will be "What to do with Clubcard and dunnhumby ? " Clubcard launched in 1995 was a key factor in Tesco's rapid growth through the late 1990's and 2000's. It immediately added lfl sales growth of around 4%-5%, attracted £100's of millions of incremental marketing support from major brands and enabled Tesco to improve site location planning, store ranging, pricing and promotions effectiveness. Their long term partnership and subsequent acquisition of dunnhumby, who provide analytics and marketing service support to Tesco, but also their suppliers and other retailers around the world, has created an asset worth £1.5bn Nevertheless Clubcard is highly expensive. The key cost is the points. Tesco give away c.1% of sales - c25% of total company profits. In addition there the 100's of million of bits of paper that have to be printed, posted, co...