Author: Tim Mason, CEO of Eagle Eye
Having held executive management positions within a number of retailers including Tesco, experience has taught me two things: to win you must follow the customer and forge meaningful connections with them.
A key reason why Tesco was able to roll out Tesco.com with conviction was because of the direct connection it established with members of its Clubcard loyalty scheme, and its early moves online with Tesco Direct.
The grocer was able to combine its Tesco Direct ecommerce data with Clubcard data-based insight into who its customers were and what they liked to buy to understand the potential value of committing to online.
Read the rest of Tim's article in The Grocer here
in which he discusses how winning brands and retailers are using data-driven digital connections to forge meaningful relationships with their customers.