NEWS: Tesco loyalty plan proves a winner

Tesco topped the league in the latest issue of the Presswatch Quarterly, the qualitative monitor of company coverage in the English press.

Tesco topped the league in the latest issue of the Presswatch Quarterly,

the qualitative monitor of company coverage in the English press.



The retailer beat 1,235 companies with a rating of 1,402 points - up to

30 points per article - 437 points ahead of its nearest rival, National

Savings. Tesco’s success was put down to its innovative Club Card

loyalty scheme and its marketing strategy.



At the other end of the scale British Gas remained at the foot of the

Presswatch table, although it made a 1,251 point improvement over the

first quarter of 1996 as the focus of attention moved to its conflict

with regulator Clare Spottiswoode.



BSkyB showed the greatest improvement, rising 1,462 to 344, while

Northern Rock Building Society was the main loser - it dropped 1,345

points to -588. Wickes, the DIY chain at the centre of a false

accounting scandal also experienced a difficult quarter, plummeting 919

points from 163 to -756.



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