Omnichannel Retail: How to Build Winning Stores in a Digital World
Our world is being radically changed by the fact that almost everyone is always digitally connected. This has led to a fundamental shift in the ways businesses should engage and interact with consumers.
I first realized the importance of data and a direct connection to customers during 30 years spent in marketing and leadership roles at the U.K.’s largest grocer, Tesco. I was the chief marketing officer when Tesco launched Clubcard in 1995.
Tesco launched Clubcard as the first mass grocery loyalty program. This gave it a rich source of insight into who its customers were, which enabled it to tailor its offer and marketing to consumer preferences.