Magazine article Marketing

Jigsaw Works for Us, Say Big FMCGs

Magazine article Marketing

Jigsaw Works for Us, Say Big FMCGs

Article excerpt

FMCG brands can compete with retailers in relationship marketing -- but they must be wary of the pitfalls of data collection or the benefits are negated, said Liz Harlow, general manager of the Jigsaw Consortium, in a session entitled 'The rise of the knowledge brokers'.

Harlow cited media fragmentation, the new availability of one-to-one marketing channels, and the fact that consumers had less time and more choice as reasons why CRM has become increasingly important to brands.

She added that FMCG brands also fear that supermarkets now have more information than themselves about consumers due to their loyalty schemes. However, she said Jigsaw had proved that consumers would return to brands they trusted.

To improve data collection as part of a CRM scheme, added Harlow, timing is crucial. "The time the survey lands on the doorstep has a dramatic effect on whether it gets filled in. If it's a hot day or the schools have just broken up, you're less likely to get a result."

Companies also need to think about how data should be stored and what happens when it goes out of date. …

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