page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48
page 49
page 50
page 51
page 52
page 53
page 54
page 55
page 56
page 57
page 58
page 59
page 60
page 61
page 62
page 63
page 64
page 65
page 66
page 67
page 68
page 69
page 70
page 71
page 72
page 73
page 74
page 75
page 76
page 77
page 78
page 79
page 80

28 Tesco, Kroger and Casino all help suppliers like Procter and Gamble, Coca- Cola and L'Oreal use their loyalty customer data to garner insights on the performance of their own brands. The speed at which the shopping data can be analysed enables brands to swiftly change the marketing if repeat purchase is looking shaky. These brands are not able to see individual customer information when they use our visualisation tool, The Shop, but they are able to see trends by customer type and then take action quickly within a week or two. Transactional data and personal details never meet in The Shop. The anonymous data has all the power of robust customer insight without relinquishing any personal information, and enables suppliers to target relevant customers through specific media channels. Brands might modify the pricing, change the marketing and alter the way their products are promoted in- store. This saves money for the brands long- term by lessening the chance of a failure, optimises sales and crucially ensures customers are getting what they want. any colour you like as long as it's any colour you like The marketing was tweaked and the launch became a success

29 the power of personalisation