Slide We help brands to engage more effectively with their customers through a combination of strategy & consulting, “big data” analytics, customer insight, loyalty marketing, CRM & personalisation Our team

Who we are

Steve Gray leads all key projects and is supported by experts in data science, customer loyalty, project management and marketing technology. Steve grew up with P&G and Pepsico before joining dunnhumby as UK Managing Director. Steve was a director of dunnhumby USA a JV with Kroger, CEO and then Chairman at emnos and senior adviser at BCG.  

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Services & Solution Partners

We help brands with customer strategy, data science, loyalty programme design and optimisation, marketing automation, data monetisation and business partnering.

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Investors & Business Partnering

We work with marketing technology solution partners. We can take equity positions and can support with financing and business development. We have carried out commercial due diligence on behalf of investors.

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About Us

SG-retail have worked with many of the world’s leading retailer and consumer brands.

Retailers like Tesco, Kroger, Sainsbury, Asda, Morrisons, John Lewis, Waitrose, Boots, Woolworths, Coles, Sephora, Virgin Megastores, Petrovich, Esprit, Net-a-Porter and consumer giants like P&G, PepsiCo, Barilla, HBOS, British Gas, Rank, Paddy Power Betfair, The AA and Sky

We combine  a talented team with leading edge technology partners to help clients to engage more effectively with their customers. 

Topics include customer and market strategy, “big data” analytics, customer insight, loyalty marketing, CRM & personalisation and data monetisation.

We have worked on many of the world’s leading loyalty and reward programmes including Tesco Clubcard, British Airways/Avios, Nectar, Club Carrefour, Esprit Friends, Boots Advantage Card & Quidco.

Geographies worked in include the UK, Europe, USA, Russia, China, Africa and Australia.

Let’s discuss how we could work together.

Latest News & Blog

  • What is “Collaborative CRM” and why do fmcg retailers find it difficult ?

    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

    October 8, 2020 in CRM
  • Lidl Plus – great loyalty programme, strategic mistake ?

      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

    August 10, 2020 in Loyalty
  • What type of loyalty programme is right for your brand ?

    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

    June 16, 2020 in Loyalty
  • You need a loyalty programme and its not why you think

    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

    June 16, 2020 in Loyalty
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