David Benady may or may not be right about the economic costs/benefits of Tesco’s Clubcard in “Is Tesco’s trump card a long-term loser?” (MW September 29).
However, Benady has completely missed the point in his assessment of the value of large quantities of data. This information is not collected to perpetuate the broad and arbitrary grouping of customers by researchers. Tesco’s data facilitates the opportunity to talk to customers about products and services that are relevant to them as individuals. All successful retailers will be using data-driven marketing in the future. Tesco happens to have taken a bold lead.
Marketing Communications Group