Digital loyalty card 'big data' and small business marketing: Formal versus informal or complementary?. (June 2015)

• Record Type: Journal Article
• Authors: Donnelly, Christina; Simmons, Geoff; Armstrong, Gillian; Fearne, Andrew
• Is Part Of: International small business journal. Volume 33:Number 4(2015)
• Page Start: 422
• Page End: 442
• Publication Date: 2015-06
• Subjects: big data -- digital marketing -- market orientation -- marketing strategy -- small business marketing; Small business -- Periodicals; 338.64205
• DOI: 10.1177/0266242613502691
• Languages: English
• ISSNs: 0266-2426

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.