Imagine being the owner of a fast moving consumer brand, competing with many others, with an advertising/media budget running into the £10s of millions. Spending big money with Facebook, Google and other media without being really sure whether you are generating a positive return. Even if it seems that you are generating profitable growth, its

  The Lidl Plus app is interesting on a number of levels. First, I like the way it is fully mobile enabled and doesn’t rely on plastic cards or paper (incredible that even now 25 years since launch, Tesco Clubcard, Nectar and Boots Adcard are still mostly plastic/paper based). Second they have integrated targeted offers

n my last post I explained, how, counter-intuitively, and according to Tesco, the key purpose of a loyalty programme is not loyalty. Instead, the purpose should be to know who your customers are, be able to recognise them, understand them, reward them and market to or service them differentially. It follows that the right type

I was rather taken aback, nearly twenty years ago, when Simon Uwins, then Marketing Director at Tesco told me that the purpose of Tesco’s Clubcard programme was not to drive loyalty. The launch of Clubcard had helped propel Tesco from the UK’s number 2 grocery retailer to the far and away outright market leader and