M&S, Disney and the BBC on why data is key to loyalty

Use data to boost brand loyalty
M&S’s head of CRM and loyalty, Ryan Davies, believes data provides the retailer with an opportunity to shift focus and offer a more personalised service. Speaking at the Data Storytelling conference earlier this week (1 November), he talking about how the launch of its Sparks card is allowing the brand to help customers along the customer journey.
READ MORE: Three ways the new M&S Sparks loyalty card can reign