Customer knowledge the key

Having in-depth knowledge of the customer is the key to making the correct decisions in planning a market strategy, according to one marketing analyst.

Martin Hayward, Dunnhumby"s director of consumer strategy and futures, says that recognising and analysing customer behaviour is the best way to form a basis on which to decide what channels to market a brand through.

"The key to success behind making media work for a brand and effectively integrating the in-store customer media experience with other marketing communications lies with the insight behind the initiatives," he told Retail News.

Mr Hayward advised that: "With enough background knowledge of customer behaviour retailers can make informed decisions on which channels they will respond to and where they can truly add value."

He also stressed that when using retail media to promote a brand, consumers must be given something in return for their time, be it entertainment or information relevant to them.

"Effective retail media solutions in the modern world are all about adding value for consumers and ensuring they receive something personally worthwhile as a trade."

Dunhubby assisted Tesco with the launch of their Clubcard scheme in 1995.


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