Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary?

Abstract

This article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case-based research approach analysed this relationship in small firms given access to Tesco Clubcard data. The findings reveal a new-found structure and precision in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, small firm owners were encouraged to include employees in marketing planning.

Market Orientation's Boundary-Spanning Role to Support Innovation in SMEs

“…Resource constraints emphasize the importance for SME innovation success of SI that include supply chain links (upstream and downstream of the firm) (Barnett and Storey 2000;Chen, Damanpour, and Reilly 2010) and other external sources (universities and research institutes, trade fairs, and government bodies) (Hashi and Stojcic 2013;Laforet and Tann 2006;Loof andHeshmati 2002, 2006). Government bodies, for example, have been highlighted as critical SI for SMEs by several authors (see, e.g., Donnelly, Simmons, Armstrong, and Fearne 2015;Hashi and Stojcic 2013). Also important are intra-firm mechanisms to support innovation in SMEs that include HRD practices (e.g., employee training and performance) and the use of systems and technology (e.g., use of information technology to design prototypes and share information internally on new product development and processes) (Hoffman et al 1998;Laforet and Tann 2006).…”

How should we turn data into decisions in AgriFood?

“…IMB Research and Mars collaborate to conduct the largest‐ever metagenomics study to improve food safety by developing an index of food‐borne diseases and minimise the risk . Data are being used to analyse the shopping habits of millions of consumers, to help suppliers develop effective marketing strategies based on purchasing patterns and demographic breakdown …”

“…7 Data are being used to analyse the shopping habits of millions of consumers, to help suppliers develop effective marketing strategies based on purchasing patterns and demographic breakdown. 8 Turning data into decisions is the key for harnessing the power of data. Examples of whole food chain decisions include productivity, finance, insurance, supply chain management, food security, research and development and environmental stewardship.…”

Untitled

“…However, most digital marketing and e-business adoption studies have focused on larger companies, and, thus, little research focused on micro-enterprises exists in this area (Donnelly et al 2015;Bordonaba-Juste, Lucia-Palacios, and PoloRedondo 2012). In addition, the digital marketing environment is changing rapidly, so earlier studies related to this topic might not be valid anymore.…”