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John Bradshaw

Head of Marketing

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RETAIL IS THE ULTIMATE DEMOCRACY

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THE ONLY WAY TO GET LOYALTY IS TO BE THE BEST AT WHAT YOU DO

CUSTOMERS HAVE A LOT OF CHOICES

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YOU CANT AFFORD TO BUY

YOUR CUSTOMERS LOYALTY

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SO WHAT’S THE POINT?

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A little more

loyalty (maybe)

The right to

communicate

Customer data

through time

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MAYBE BEING PART OF

A LOYALTY ECOSYSTEM

GETS YOU INTO THE

CONSIDERATION SET?

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PEOPLE LIKE RELEVANT

COMMUNICATIONS

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1. A relevant deal probably can get you to change behavior

A RELEVANT DEAL CAN PROBABLY

GET YOU TO CHANGE BEHAVIOR

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2 GROUPS OF BUYERS

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LIGHT BUYERS

GET ONE MORE SHOPGET ONE MORE SHOP FROM

YOUR LIGHT BUYERS

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1. Pitfall to avoid: Don’t be your best to your worst customersITS EASY TO GET

IT WRONG

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1. Our key learning: Personal discounts

1. If you can give to the customers something they really value, there will be plenty of upside to share between Partners, suppliers and retailers

OUR KEY LEARNING:

PERSONAL DISCOUNTS

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John Bradshaw

Head of Marketing