John Lewis boosts shopper insight

The John Lewis Partnership is aiming to drill deeper into its customer data by creating the role of customer insight director, hiring Lloyds data chief Paul de Laat to take on the post.
De Laat has extensive experience of the mobile market, having worked at O2, Orange and Vodafone, where he was global director of customer value management.
He joined Lloyds Banking Group in the same role, and has held the post for nearly two years.
De Laat will work across both the John Lewis and Waitrose brands, which operate as separate businesses, as they attempt to understand customers’ shopping behaviour better. Waitrose recently beefed up its myWaitrose loyalty scheme; John Lewis is in the process of a launching a similar programme.
John Lewis Partnership chairman Charlie Mayfield said: “Customer insight is an increasingly sophisticated area and a central part of part of modern retailing.
“Paul’s appointment demonstrates our commitment to understand every aspect of our customers’ shopping behaviour, across both John Lewis and Waitrose, so that we can enhance the service we offer to customers.”
De Laat will report to Mayfield and join the company on January 2.
He said: “By turning customer data into actionable knowledge, we can enhance our relevance to customers and increase value both for our customers and for Waitrose and John Lewis.”

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