date:Mar 31, 2014
data gathered from the supermarkets Nectar loyalty programme is hugely important to maintaining a single voice across channels.
I dont think when loyalty cards were started that they thought it would be key for multichannel business, he said. But it gives us a huge understanding about multichannel behaviour.
Rudoe said retailers need to think creatively about the data stored in organisations, and need to win customers' trust. Just because you can do it doesnt mean you should do it, he warned.