Smart, forward-thinking brands understand that sharing their best data is a great way to set the agenda and position themselves as voices of authority, writes customer insight and loyalty expert Marie Anderson for Campaign Magazine.
Continue reading “When it comes to great consumer insight, if you’ve got it, flaunt it… my latest piece for Campaign”How M&S can guarantee success for its ‘game changing’ loyalty scheme: my piece for Marketing
M&S has launched what it believes is a ‘game changing’ loyalty scheme. Customer insight and loyalty expert, Marie Anderson, has unpicked the areas the retailer needs to focus on to succeed.
Recently in Marketing Magazine, I argued retailers needed to innovate to reap the rewards of their loyalty programmes. And lo and behold, up pops an innovative new scheme from M&S, the Sparks membership club, launched with much fanfare last week.
Continue reading “How M&S can guarantee success for its ‘game changing’ loyalty scheme: my piece for Marketing”The rise of the Customer Director: my thoughts for Marketing Magazine
As John Lewis promotes Craig Inglis to a Customer Director role, here are my thoughts on the rise of the customer director for Marketing Magazine.
“I think that the rise of the customer director – or chief customer officer as they call them in the US – is long overdue in the UK. Customers in an omnichannel world have high expectations of brands. They expect propositions to be built around their needs and expect businesses to deliver this seamlessly across all channels.
Continue reading “The rise of the Customer Director: my thoughts for Marketing Magazine”Has the discounters’ use of loyalty mechanics really come as a #LidlSurprise? Marketing Magazine
Lidl says its new Smarter Shopping card isn’t a loyalty scheme, rather an instant rewards card. But is it a surprise that even the discounters need to work hard to keep shoppers loyal? My latest opinion piece for Marketing Magazine explores the issues.
It wasn’t long ago that commentators were sounding a death knell for the loyalty card: the discounters had shaken up the UK grocery market, customers had fallen in love with the everyday low price approach, and the Big Four were in crisis.
Continue reading “Has the discounters’ use of loyalty mechanics really come as a #LidlSurprise? Marketing Magazine”Amazon Fresh will be an exciting, disruptive force – bring it on
Amazon Fresh: exciting times in UK Grocery – unless you’re a supermarket…
There aren’t many parts of retail where Amazon is late to the party, but fresh food has always been the big one. Until now. With rumours swirling that Amazon Fresh – having leased a warehouse once used by Tesco – could launch in London as early as next month, it looks like Amazon has finally dug out its invitation.
Continue reading “Amazon Fresh will be an exciting, disruptive force – bring it on”