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 christmasses 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 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