First insight boss for Waitrose and John Lewis

The John Lewis Partnership has appointed its first joint customer insight director to work across the John Lewis and Waitrose brands.

Waitrose John Lewis
Waitrose and John Lewis in first co-branded ads.

The John Lewis Partnership has appointed its first joint customer insight director to work across the John Lewis and Waitrose brands.

Paul de Laat, former Lloyds Banking Group director of customer value management will join the retailer on 2 January and report directly to group chairman Charlie Mayfield. He has held similar roles at Thomas Cook, O2 and Vodafone.

The retail group hopes to increase its insight capabilities and make better use of shopper behaviour data to turn it into “actionable knowledge” across both businesses.

De Laat will work with both Waitrose and John Lewis’ strategy and marketing teams.

Both retailers have launched their first loyalty schemes in the last year and John Lewis marketing director Craig Inlgis has previously told Marketing Week that there is an opportunity for them to work more closely together.

The move follows the first co-branded Waitrose John Lewis advertising campaign last week to promote the opening if a new joint store.

Mayfield says: “[Paul] brings a wealth of experience and expertise and will be a valuable addition to our team, working closely with both John Lewis and Waitrose. Customer insight is an increasingly sophisticated area and a central part of part of modern retailing. Paul’s appointment to this newly-created role demonstrates our commitment to understand every aspect of our customers’ shopping behaviour, across both John Lewis and Waitrose, so that we can enhance the service we offer to customers.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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