The power of personalisation and how to deliver at scale - Mark Abraham, BCG
Uncensored CMO
Innovative Strategies in Retail Marketing
This chapter explores how Woolworths leverages loyalty card data to enhance customer engagement and optimize promotional spending through personalized offers and gamified experiences. It contrasts traditional mass marketing with modern approaches that include real-time data analysis, dynamic messaging, and targeted strategies that cater to specific consumer segments. Additionally, it examines shifting consumer preferences in the coffee market and discusses the effectiveness of personalized advertising in driving emotional responses and conversion rates.
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