CASE STUDY: BUILDING STRONGER CUSTOMER RELATIONSHIPS WITH SAINSBURY'S

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Embracing Customer Data to Deliver Business Transformation

After losing significant market share to its key competitor, in early 2004 Sainsbury’s recruited new Chief Executive Officer Justin King to lead its recovery. Later that year, King launched a revitalization program under the banner “Making Sainsbury’s Great Again.” In 2007, Sainsbury’s Mike Coupe, then Trading Director, threw the gauntlet down to Aimia: Sainsbury’s needed to develop stronger and closer relationships with its customers and suppliers — and data from Sainsbury’s partnership with the Nectar coalition loyalty program would be key to delivering on this mandate.