The innovations developed by Edwina Dunn and Clive Humby, and their appreciation of the importance of data, were a fundamental reason behind the growth of UK supermarket chain Tesco in the 1990s. They helped the firm gain market share in the highly competitive, oligopolistic industry.
In 1994 Dunn and Humby presented an idea to the Tesco boardroom that would become the Clubcard scheme, leading to chairman Lord MacLaurin responding:
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