14. 로열티 카드 – 테스코 클럽카드
‘당신의 뒷쪽에 바코드를 찍어 가세요.’
1995년 테스코는 그 당시 부전무이사인 테리 리히의 제안에 따라 최초로 로열티 카드를 도입한 슈퍼마켓이 되었다. 처음에 다른 슈퍼마켓들은 의심의 눈으로 보았지만 이 개념은 대중의 상상력을 사로 잡았고, 다른 업체들도 이제 이를 따라잡을 경쟁을 하게 되었다. 로열티 카드는 지금은 큰 사업이 되었는데 2002년 MORI(마케팅과의견 국제연구소) 설문에 의하면 영국의 성인 중 절반 이상의 로얄티 카드를 사용하고 있는 것으로 나타났다.
아마도 제품구입 시 몇 펜스를 받으려고 우리는 우리의 주소 및 기타 자세한 개인 정보를 기꺼이 넘기려고는 하지 않을 것이다. 이 정보는 슈퍼마켓에만 유용한 것이 아니라 다른 판매자들에게 가치있는 상품으로 판매할 수도 있다.
우리가 구입하는 것을 모니터할 수 있다는 것은 슈퍼마켓에게 개인별 맞춤 마케팅 전략을 세울 수 있게 해준다. 테스코는 기본적으로 언제, 어떻게 그리고 왜 그들은 돈을 쓰지는 상황에 따라 27개의 범주로 고객을 분류한다. 일단 분류된 고객은 그 범주의 사람들이 사고 싶어하는 제품의 타겟이 되는데, 예를 들어, 당신이 아스파라거스를 구입하면, 당신은 또한 파르메산 치즈를 구입하고 싶어할 가능성이 높다는 것이다. 어떤 이들은 이 타겟 마케팅이 도움이 되리라 생각할지도 모르지만, 그것은 단지 수익성이 있는 한에 있어서만 그렇다는 것을 기억해야 한다. 그리고 그렇다. 경영 컨설턴트 맥킨지의 연구에서는 로얄티 카드에서 돈을 벌지는 못한다는 것을 보여주고 있는데, 이러한 계획에 참여하고 있는 사람들의 48%만이 실제로 슈퍼마켓에서 지출하는 금액을 증가시켰을 뿐이다.
건강선택위원회에서 비만에 대한 회의를 할 때, 테스코 클럽카드가 지방이나 설탕이 많이 들어간 음식을 많이 구입한 고객에게 건강한 대안책을 촉진하는 데 사용할 수 있다는 제안을 했다. 하지만 테스코회장인 데이비드 노스는 고객을 엄격히 보호해야 한다며 그 제안을 거절했다. 수퍼마켓은 결국 손님들이 더 건강하게 먹을 수 있도록 해야하는 도덕적 의무를 져버린 것이다.
또한 미래에 점점 편집증과 독재 상태가 증가할 상황에서 정부가 우리와 우리의 행동을 더 가까이에서 지켜볼 수 있도록 넘길 수도 있어, 로얄티 카드 데이터에 접근할 수 있다는 것이 시민의 자유 문제로 이슈화되고 있다. 슈퍼마켓에서 사용할 수 있는 거대한 상품범위를 생각하면, 그들이 우리의 쇼핑습관으로부터 우리에 대해 엄청 많이 알 수 있다.
식료품소매연구소(IGD)는 최근에 정확히 침해나 데이터 보호에 대한 우려때문에 쇼핑객의 40%가 로얄티 카드에 대해 넌더리를 내고 있다는 것을 발견했다. 연구 결과 구매자의 단지 8%만이 로열티 카드의 활용을 위해 점포를 변경한 것으로 나타났고, 반면에 58%가 더 낮은 가격을 찾아 움직인 것으로 나타났다. 또한 매년 4억 파운드 이상의 보상금을 찾아가지 않는 것으로 밝혀졌다. 한편 여전히 테스코 클럽카드를 ‘적극적으로 사용하는’이 천만명 정도이며, 지금 고객들이 안경점인 돌런드앤애치슨, 메리어트 호텔과 파워젠을 포함한 5,000여 점포에서 클럽카드 포인트를 적립할 수 있다. 올 연초 무료 매장잡지로 교체되기 전까지, 클럽카드 잡지는 유럽의 모든 라이프 스타일 잡지들 중 최고의 발행 부수를 자랑했는데 8백50만명 이상에게 보내졌다.
14. Loyalty cards – The Tesco Clubcard
‘Having a barcode stamped on your backside’.
In 1995 Tesco became the first supermarket to introduce a company loyalty card, an idea developed by the then Deputy Managing Director, Terry Leahy. At first other supermarkets were sceptical, but the concept caught the public imagination, leaving others racing to catch up. Loyalty cards are now big business, with a 2002 MORI poll indicating that more than half of UK adults use loyalty cards.
For a few pence off items we probably don’t even want, we willingly hand over our addresses and other detailed personal information. This information is not only useful to the supermarket, but can be sold on as a valuable commodity to other marketeers. Being able to monitor our purchases allows the supermarkets to tailor-make their marketing strategy to the individual. Tesco essentially splits its customers into 27 different categories depending on how, when and why they spend their money. Once categorised, customers can be targetted for products that people in their category are likely to want to buy, e.g. if you buy asparagus, its likely that you would also be interested in buying parmesan. Some may consider this targeted marketing helpful, but remember this is only insofar as it is profitable. And it is. Research by management consultants McKinsey shows that far from saving money from loyalty cards, 48% of people who join such schemes actually increase the amount they spend at supermarkets.101
At a Health Select Committee Meeting meeting on obesity, it was suggested that Tesco Clubcards could be used to promote healthier alternatives to those customers who purchase a lot of high-fat or sugary foods. Tesco executive, David North, rejected this idea as patronising and draconian.102 Supermarkets, after all, do not have a moral duty to make sure their customers eat more healthily.
There are also civil liberties issues around who can access loyalty card data, which in our increasingly paranoid and authoritarian state, could in the future, be turned over to the government to keep a closer eye on us and our behaviour. Considering the huge range of products available from supermarkets, they can tell an awful lot about us from our shopping habits.
The Institute of Grocery Retailing (IGD) recently found that 40% of shoppers were getting fed up with loyalty cards, in part precisely because of the intrusion and data-protection concerns. The research found that only 8% of shoppers would change stores to take advantage of a loyalty card, while 58% would move for lower prices. It also found that more than £400 million of rewards go unclaimed each year.103 Meanwhile 10 million people are still ‘actively using’ the Tesco Clubcard, and there are now over 5,000 venues where customers can earn Clubcard points including opticians Dolland and Aitchison, Marriott hotels and Powergen.104 Until it was replaced earlier this year with a free in-store magazine, Clubcard magazine had the highest circulation of any lifestyle magazine in Europe, and was sent to more than 8.5 million people.
15. 소비자
테스코의 가격정책 비용
‘거대한 슈퍼마켓은 경쟁력있는 가격에 판매하지 않는데, 그들은 분명히 편리의 현대주의로 포장한 ‘싸다는’ 환상을 파는 것이다.’
슈퍼마켓업계의 로열티 카드나 특별 제공, 슈퍼마켓 가격의 다양한 ‘요술’에, 우리는 더 이상 얼마나 많은 것들을 비용으로 처리하는지를, 그리고 바가지를 알아낼 능력도 잃어버렸다. 퇴근하고 집에 가는 길이었기 때문에, 우리는 행복하게 테스코 메트로나 세인스베리 로컬에서 비싼 상품을 살 것이다. 가끔 포장품목들은 비슷한 양에 더 싸거나 비싸기도 하고, 때로는 슈퍼마켓들이 가격을 제시하지만 신선 품목의 경우 무게를 몰라 가격을 비교하기가 어렵다. 2000년 1월부터, 식품은 그램 또는 킬로그램 단위로 가격을 표시하기로 했지만, 아직도 일부 테스코 매장에서는 파운드 당 가격을 커다란 프로모션 보드를 사용하여 (선반의 작은 표시판에 킬로 당 가격으로 대신하거나) 판매하길 고수하고 있다. 테스코는 고객들이 영국 법정계량단위를 선호한다며 이를 유지하고 있는데, 이런 대규모 프로모션 보드는 테스코가 킬로그램으로 양을 나타내는 경쟁사보다 싸게 보이는 점을 이용하고 있다.
슈퍼마켓에 대한 경쟁위원회 보고서(2000년)는 테스코가 다른 슈퍼마켓들과 함께 지역 경쟁에 따라 가격을 변화시킨 것을 발견했다. 이것은 또한 ‘가격 유동제(price flexing, 슈퍼마켓이 영국 내 지역에 따라 같은 제품을 다른 가격에 판매하는 방식)’라고 알려져 있다. 이 보고서는 사우스이스트와 이스트 앵글리아, 웨스트 미들랜드에서 쇼핑객들이 그들의 쇼핑에 더 많은 돈을 지불한 것을 발견했다. 테스코의 가격은 지역별로 9퍼센트의 차이가 났다.
테스코는 최근 5년 동안 광고표준청에 의해 여러 번 불려갔는데, 특히 자신들이 세인즈베리나 세이프웨이를 포함한 다른 슈퍼마켓보다 싸다고 주장을 했기 때문이다.
15. Consumers
The cost of Tesco’s pricing policies
‘The giant supermarkets do not sell on competitive prices; they sell an illusion of ‘cheap’ wrapped up in the indisputable modern tenet of convenience.’105
In a supermarket world of loyalty cards, special offers and the various other ‘black arts’ of supermarket pricing, we no longer have any idea how much things cost, and have lost the ability to discern rip-offs. We will happily buy expensive items at Tesco Metro or Sainsbury Local, because they are on the way home from work. Pre-packed produce sometimes works out cheaper or more expensive than the loose equivalent, and sometimes supermarkets give the price but not the weight of fresh produce making it difficult to compare prices. Since January 2000, food sold loose must be priced in grams or kilos yet some Tesco stores still persist in using large promotional boards with prices per pound (with the price per kilo relegated to a small strip on the shelf). While Tesco maintains that customers prefer prices in imperial measurements, such large promotional boards to serve to make Tesco look cheaper than competitors who show weights in kilos.106
The Competition Commission report on Supermarkets (2000) found that Tesco, along with other supermarkets changed prices according to local competition. This is also known as ‘price flexing’. The Report found that in the South East, East Anglia and West Midlands, shoppers pay more for their shopping. Tesco’s prices varied as much as nine per cent regionally.
Tesco has been brought before the Advertising Standards Authority on numerous occasions during the last five years, especially for claiming that it is cheaper than other supermarkets including Sainsbury’s and Safeway.107
16. 결론
‘완전히 난센스다…그들은 완전히 사실이 아닌 것에 기반해 주장하고 있다…우리는 항상 우리가 하는 일에 대해 설명할 준비가 되어 있다…나는 누구나 듣고자 하는 모든 사람들에게 설명할 것이다.’
이는 소매업체들을 밀어내고, 불법 목재로 만든 가구를 판매하면서, 지구의 벗의 농민들에 대한 그들의 처우를 비난하는 주장에 대해 테리 리히경의 반응이었다.
2004년 말, 테스코는 완전히 막을 수 없을 것처럼 보였다. 그들은 아무 것도 자신들을 막을 것이 없다는 것처럼 자신있게 비판을 무시하고 있으며, 정부나 경쟁당국도 그들에게 어떤 행동도 할 가능성이 없어 보인다. 우리 소비자들이 테스코에서 쇼핑을 중단하거나, 또는 적어도 쇼핑을 테스코에서 덜 하는 선택을 하지 않는다면, 곧 우리는 선택의 여지없이 테스코에서 쇼핑을 해야만 할 것이다. 그들은 ‘요람에서 무덤’까지 – ‘베이비앤토들러’ 클럽에서 ‘원플러스 원’ 테스-커핀(현재는 사용할 수 없다)까지 – 우리의 삶을 컨트롤할 것이다. 우리가 시민으로서 테스코를 억제하기 위해 행동하지 않는다면, 그들의 시장 점유율을 제한하기 위하여 법률 제정을 요구하지 않는다면, 아무도 그렇게 할 수 없게 될 것이다.
16. Conclusion
‘Absolute nonsense…They are based on a series of allegations that are completely untrue…We are always prepared to explain what we do…I will explain to anyone who wants to listen’.
Sir Terry Leahy’s response to Friends of the Earth allegations over their treatment of farmers, pushing small retailers out of business and selling furniture made from illegally logged timber.108
At the end of 2004, Tesco seem totally unstoppable. They can confidently brush aside criticism knowing that nothing is really standing in their way, certainly not the government or the competition authorites who have already shown themselves very unlikely to act. Unless we, as consumers, choose not to shop in Tesco, or at least, to shop less at Tesco, very soon we will have no choice but to shop at Tesco. They will control our lives from ‘the cradle to the grave’ – from the ‘Baby and Toddler’ club to the ‘buy one get one free’ Tes-coffin (not currently available). Unless we as citizens act to restrain Tesco and call for legislation to restrict its market share, no one else will.
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References
1. How Green is your Supermarket?
2. ‘Every Little Hurts: Why Tesco needs to be tamed’ Briefing by Friends of the Earth17th June 2004.
3. ‘Are we getting a raw deal?’Julie Lennard Which? June 2004
4. ‘How Green is your Supermarket?’
5. ibid.
6. See ‘What’s wrong with the Kyoto Protocol’ Corporate Watch newsletter 4, July-August 2001, p3
7. www.stopesso.com/faq.php viewed 3/8/04
8. http://news.bbc.co.uk/1/hi/business/631048.stm viewed 3/8/04
9. See www.corporatewatch.org.uk/profiles/oil_gas/exxon_mobil/exxon_mobil1.html for more info.
10. Tesco Press Release 14/11/2000
11. www.foe.co.uk/campaigns/real_food/ press_for_change/league_table/tesco.html viewed 29/7/04
12. ‘Every Little Hurts: Why Tesco needs to be tamed’ Briefing by Friends of the Earth17th June 2004.
13. Organics in growth – 26/06/2004 The Grocer Today .
14. ‘Supermarkets shun organic food’ The Soil Association press release 19/4/04
15. ‘Soil Association suppresses report claiming organics in supermarkets are overpriced’ 21/1/02 just-food.com
16. www.foe.co.uk/resource/briefings/apples_short_supply.pdf viewed 3/8/04
17. For more info of apple varieties dying out, read www.monbiot.com/archives/2004/03/16/low-hanging-fruit/
18. ‘Tesco recruits two Blair Aides’ Severin Carrell Independent on Sunday 9/12/01
19. www.greenpeace.org.uk/contentlookup.cfm?SitekeyParam=D-I-A&CFID=193002&CFTOKEN=98697088
20. See for example ‘Argentina’s bitter harvest’ by Sue Branford. New Scientist , 17/4/04
21. See ‘Not on the Label’ in further reading.
22. Source: Daily Mail 02/09/2004
23. www.ufaw.org.uk/UFAW%20Tesco%20award%20press%20release%2017%20oct%2003.pdf
24. Also see ‘Revealed: horror at Tesco pig farm’ Antony Barnett and Andrew Wasley The Observer 19/10/04
25. www.tesco-woodland-trust.info/ viewed 29/9/04
26. www.indymedia.org.uk/en/2004/09/298060.html viewed 29/9/04
27. Tesco fined over dumpted trolleys http://news.bbc.co.uk/1/hi/uk/1531535.stm viewed 29/9/04
28. www.foe.co.uk/resource/press_releases/environment_agency_names_s.html viewed 29/9/04
29. Severin Carrell, ‘Green group ejects Tesco over illegal wood’. Independent on Sunday August 2003
30. See: www.foodcomm.org.uk/
31. ‘Red alert fear for Tesco over healthy eating range’ Sam Jones The Guardian 27/7/04
32. ‘Tesco: Meeting guidelines the key to informative labels’ www.just-food.com/news_detail.asp?art=58252 viewed 9/8/04
33. Which? April 2003 Food Report
34. Are we getting a raw deal? By Julie Lennard. Which? Magazine June 2004.
35. ‘Supermarket sweep – how retail giants are creaing off high street profits’ Julia Finch The Guardian 16/1/04
36. ‘Showing the way to Students’ Editorial. Matthew Gwyther. Management Today February 2004
37. The price isn’t right: Supermarkets don’t sell cheap food, we just think they do…’Rachel Shabi The Guardian 26/1/04
38. New Economics Foundation 2003, Ghost Town Britain II Death on the High Street
39. ‘Showing the way to students’ Editorial Matthew Gwyther. Management Today Editorial Feb 2004
40. ‘UK: Pharmacies going out of business.’ 10/9/01 www.kamcity.com
41. ‘Supermarket sweep – how retail giants are creaming off high street profits’ Julia Finch The Guardian 16/1/04
42. ‘Rivals’ fury at Tesco takeover.’ Julia Finch City Editor The Guardian 23/1/04
43. ‘Is there any future for independents?’ The Grocer March 27 2004
44. ‘Tesco’s profits leap 20% as they gobble up corner shops.’ Robert Winnett. The Sunday Times 18/4/04
45. ‘Rivals’ fury at Tesco takeover.’ Julia Finch City Editor The Guardian . 23/1/04
46. Quoted in ‘Shelf abuse’ by Joanna Blythman. The Ecologist special edition on supermarkets. September 2004
47. ‘Their refutation comes from the most embarrassing source: one of the superstores’ own research organisations, the National Retail Planning Forum…’ See Captive State George Monbiot 2001
The NRPF said it had found ‘strong evidence that new out-of -town shopping centres have a negative net impact on retail employment up to 15km away.’ – total employment in this area decreased by 5.2%, where retail employment outside this area had risen by 0.1%. NRPF research shows that the opening of a new superstore costs an area an average of 276 local jobs, not only in retail but also farming, distribution, maintenance and so on.
48. www.tesco.com/everylittlehelps/downloads/TescoCR_MarketTowns.pdf viewed 23/8/04
49. www.tesco.com/everylittlehelps/downloads/PuttingDownRootsMarketTowns.pdf viewed 23/8/04
50. Every Little Hurts: Why Tesco needs to be tamed. Friends of the Earth 17/6/04
51. ibid.
52. Pers. comm. with FARMA 23/8/04
53. ‘Store wars in the shires’ Paul Brown The Guardian 17/3/04
54. ‘ Secret deals with Tesco cast shadow over town’ Paul Brown The Guardian 22/1/04
55. www.parliament.the-stationery-office.co.uk/pa/cm200304/cmhansrd/cm040311/text/40311w17.htm viewed 25/3/04
56. ‘Every Little Hurts: Why Tesco must be tamed’ Friends of the Earth 17/6/04
57. ‘ I’m rich and I’m living well. Shopping here is part of that’ Stuart Jeffries The Guardian 12/3/04
58. www.fooddeserts.org/images/suptime.htm viewed 19/4/04
59. Written by Hitchman, Christie, Harrison and Lang. www.demos.co.uk/catalogue/default.aspx?id=169
60. Competition Commission 2000, Supermarkets, a report on the supply of groceries from multiple stores in the
United Kingdom, Volume 1: Summary and Conclusions
61. George Monbiot, Captive State 2000 p. 186
62. The Guardian 4/9/01
63. See for example, www.publications.parliament.uk/pa/cm200304/cmselect/cmodpm/402/402we28.htm and www.publications.parliament.uk/pa/cm200102/cmselect/cmtlgr/981/981m19.htm viewed 23/8/04
64. Quoted by Joanna Blythman in ‘Beware the Buyer’ The Ecologist special report on Supermarkets September 2004
65. www.foe.co.uk/resource/press_releases/tesco_profits_at_whose_exp_20042004.html
66. George Monbiot, Captive State 2000 p.184
67. Tesco deal loss hits Dairy Crest BBC news 27/8/04 http://news.bbc.co.uk/1/hi/business/3603938.stm
68. ‘Farmer forced to work at Tesco’ Oxford Mail 7/4/01.
69. http//news.bbc.co.uk/hi/english/uk/wales/newsid_683000/683759.stm viewed 26/8/04
70. ibid.
71. www.corporatewatch.org.uk/profiles/nfu/nfu.htm
72. For more on this, see section on ‘The ‘Tesco effect’ on local communities’
73. ‘Investigation of the determinants of farm-retail price spreads’ by London Economics February 2004
74. Government study ends myth of supermarket ‘armlock’ BRC press release 30/7/04
75. ‘Sharp retailer profit increases’ Farmers’ Weekly 20/8/04
76. Farmers starved of cash, says MP’ Julia Finch The Guardian 21/4/04
77. See www.farm.org.uk
78. ‘Sweatshop salads’ Felicity Lawrence. The Ecologist special edition on supermarkets.
79. www.guardian.co.uk/uk_news/story/0,3604,1180091,00.html For a detailed report of the conditions of some migrant workers, look at www.guardian.co.uk/uk_news/story/0,,1179164,00.html – not specifically about Tesco, but well worth a look.
80. www.nosweat.org.uk/article.php?sid=947
81. ‘Bottom Bananas: Noboa, Del Monte, Wal-Mart, Tesco. Alistair Smith. SEATINI Bulletin Vol.7 No. 3
82. www.fairtrade.org.uk/downloads/doc/tescorelease.doc viewed 26/3/04
83. www.ethicaltrade.org/_html/about/faq/framesets/f_shell.shtml
84. ‘Tesco: Exposed’ Friends of the Earth UK June 2003
85. Tesco’s forays take it to Turkey. Jill Treanor. The Guardian . 12/11/03
86. ibid.
87. ‘Supermarkets take cut of Fairtrade cash for poor farmers’ Robert Winnett. Sunday Times 29/6/03. See also www.nosweat.org.uk/article.php?sid=978
88. www.bananalink.org.uk/index.htm – a really good website, worth a read.
89. Big Business in Bournemouth, Friends of the Earth, September 2003
90. http://observer.guardian.co.uk/uk_news/story/0,6903,1217900,00.html
91. ‘Profile: Stuart Rose’ by James Dow. The Scotsman . June 11th 2004
92. www.guardian.co.uk/business/story/0,3604,1219122,00.html
93. Pers comm. With anonymous source.
94. www.tuc.org.uk/pi/advisory.htm
95. For a good rant about USDAW see ‘USDAW/Tesco sick pay deal’ by Mark Sandell Solidarity 3/54 24/6/04
www.workersliberty.org.uk/modules.php?op=modload& name=News&file=article&sid=2342 viewed 14/9/04
96. ‘Life on the Checkout’ by Joanna Blythman. The Ecologist September 2004
97. ‘Self service becomes do it yourself’ www.just-food.com 3/6/03
98. ‘Leahy confident RFID will boost availability’ – 27/03/2004 The Grocer
99. www.indymedia.org.uk/en/2003/08/275490.html
100. ‘The card up their sleeve’ Rachel Shabi The Guardian 19/7/03
101. ‘Every Little Helps’ Jeremy Smith. The Ecologist Special Edition. September 2004
102. ‘UK: Tesco rejects call to use loyalty card data to promote healthy eating’ 9/12/03 Source: just-food.com
103. ‘Are Shoppers Short-changed by Loyalty Cards?’ http://business.timesonline.co.uk/article/0,,8214-956865,00.html viewed 20/4/04
104. Tesco Annual Review 2004
105. ‘The price isn’t right’ Rachel Shabi The Guardian 26/1/04
106. ‘Are we getting a raw deal?’ Julie Lennard Which? Magazine June 2004
107. See ‘adjudications’ on www.asa.org.uk
108. ‘Farmer’s starved of cash, says MP’ Julia Finch The Guardian 21/4/04 |
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