Tesco has been implementing information technologies in many fields such as royalty program and online market etc. Among these implementations, royalty program is the wisest. Tesco started to use clubcard not only in order to increase their revenue but also as a marking tool almost 30 years ago. This marketing strategy, which gets customer information without requesting customer's additional efforts and uses this information to make target marketing, is nowadays very popular. In this point, TESCO HAS ENJOYED AN IT GENERATED THE COMPETITIVE ADVANTAGE. 30 years ago, they can just use their club card as a tool to increase the sale. However, they made database with information from customers and used theses database to create different marketing strategy depending on customer segmentation. At that time, TESCO ONLY IMPLEMENTED THAT KIND OF STRATEGY. They might definiely enjoyed the competitive advantage as a pioneer.
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