“I consulted with Morrisons on a variety of digital initiatives, including leading the design & delivery of a major CRM programme.”
Morrisons is the 4th largest supermarket in the UK with a turnover in excess of £15bn pa and around 500 stores. Following acquisition of Safeway in 2004 and the ensuing integration and changes in leadership as the business progressed from family business to FTSE 100 retailer, the business set about a programme of modernisation, both in its systems and processes, as well as its customer proposition.
I was engaged by Morrisons over a 2 year period from late 2010 to support the senior management team on a range of strategic initiatives.
This began with consulting initiatives to select strategy partners and delivery partners for the development of an online proposition and entry strategy, and the completion of a variety of proposition development activities.
I then led the design & delivery of a major strategic CRM (Customer Relationship Management) programme to capture, analyse & deploy customer data from all store and digital interactions. The second phase of this programme resulted in the launch of the Miles & More loyalty proposition, with its unique approach linking loyalty points with price match guarantee, a concept we conceived and designed.