Co-op picks Jan Smith for its ‘divi’ revival campaign

Former financial services and automotive marketer Jan Smith is spearheading development of the Co-operative Group’s membership programme.

Smith will be working as a consultant on the membership brief at the Co-op until early next year. She gained experience of working with co-operative societies when she was an interim marketing director at Liverpool Victoria Friendly Society in 2000. She is also a former marketing director for Mazda and the RAC, and worked on the launch of First Direct in 1989. The Co-op plans to bring back its “divi” – the group’s dividend for members paid out according to how much a customer spends – in a drive to compete against other high street retailers.

The dividend, phased out in the early 1970s, will be part of a complete membership programme that will embrace the group’s funeral, pharmacist, financial and travel services as well as retail.

The Co-op now plans to charge customers a pound to be Co-op society members. They will be issued with a card to measure their spending across all Co-op brands and they will be entitled to a proportionate share of Co-op profits.

Smith is talking to advertising agencies with the help of the Haystack Group about handling a campaign for its membership programme.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here