This report provides a comprehensive analysis of Tesco's relationship marketing strategies. It begins with an introduction to relationship marketing and an overview of Tesco, followed by an examination of the development and implementation of relationship marketing techniques within the company, including the use of Club Cards and credit cards. The report explores the benefits of relationship marketing for both Tesco and its customers, and it analyzes the customer loyalty ladder. It delves into Tesco's aims and objectives, relationship marketing strategies (such as email marketing and loyalty rewards), and the contribution of relationship marketing to the business. The report further investigates methods of attracting and retaining customers, including advertising and the Tesco Club Card, and analyzes the effectiveness of these methods. It also includes a quality gap analysis, benchmarking against competitors, and recommendations for improving customer relationships. Finally, the report concludes with an overview of customer relationship management used in Tesco, highlighting its importance in fostering customer loyalty and driving business growth.