1. Questions of loyalty --
In the beginning --
What is loyalty? --
The secrets of success --
Is customer loyalty genuine? --
2. Making loyalty pay --
The economics of loyalty marketing --
Playing a zero sum game --
The foundations of a loyalty scheme --
Four loyalty 'currencies' --
Does a loyalty programme pay? --
3. Clubcard on trial --
The trials --
Tesco and loyalty in history --
Project Omega --
The DNA of loyalty --
Rediscovering the customer --
4. Because we can --
The national launch --
The need for speed --
Electronic Green Shield Stamps catch on --
What made the launch a success? --
5. Every little helped --
The Clubcard effect --
The loyalty contract --
The first quarterly mailing --
Waiting for the zero sum effect --
Maintaining momentum --
6. Data, lovely data --
Drinking from the fire hose --
Measuring customer loyalty --
The problems with data warehouses --
Making a warehouse work --
What Tesco learnt about data --
7. Four Christmases a year --
The Banana Man of Worcester --
To mail, or not to mail? --
Auditing the Clubcard statement --
Licensed to print money --
What Tesco learnt about mail --
8. The quarterly me --
Clubcard Magazine --
Segmenting the magazine --
Keeping the magazine fresh --
9. You are what you eat --
Five years of work --
Five problems for the data to solve --
The loyalty cube --
Discovering that you are what you eat --
Baskets become buckets --
Buckets become lifestyles --
10. Lifestyles become habits --
Using all the data --
The rolling ball --
Shopping habits --
Big brother --
Segments at work --
11. Launching a bank --
Clubcard Plus --
Outbanking the banks --
The bank of Tesco --
Sainsbury's bites back --
A new way of banking --
The Clubcard effect in a new business --
12. Babies, beauty and wine --
Strengthening the bond --
The inner circle --
Baby Club --
Clubcard pizza --
What Tesco learnt about 'sub-clubs' --
13. A bigger deal --
Partners for Clubcard --
Solo, shared and outsourced --
The early Clubcard partnerships --
Clubcard deals --
Deals becomes freetime --
14. From mouse to house --
'It's our job to make home shopping work' --
Tesco on the Internet --
Real shoppers, real stores, real advantage --
The bubble that didn't burst --
How it's different online --
Becoming a non-food e-tailer --
How Clubcard helped Tesco.com --
15. Five challenges for the future --
Ten years on --
Can Clubcard become a global scheme? --
Can Clubcard remain the most popular loyalty programme in the UK? --
Can Clubcard make promotions work better? --
Can Clubcard issue instant rewards? --
Can Clubcard help Tesco's suppliers? --
The customer contract renewed.

The story of how Tesco used Clubcard - its loyalty scheme - to reinvent itself and its relationship with its customers, in the words of the people who were there.