‘Owned By You, Right By You’ is the brand’s biggest marketing investment in eight years, aiming to boost membership and awareness of the Co-op’s broader role in society.
Co-op’s foray into the retail media network space comes off the back of an increased focus on first-party data and membership scheme changes.
Co-op, which introduced member pricing last year, will now abandon its rewards-based system in favour of focusing on “much more rewarding” exclusive discounts.
Speaking on a panel at Marketing Week’s Festival of Marketing, marketers from Manchester United and the Co-op examined the point of creativity.
Co-op is hot on the heels of Sainsbury’s, which introduced Nectar Prices last week, and Tesco, the first brand to launch exclusive prices for loyalty card holders.
The uplift follows the launch of the group’s new food strategy in September, which included a £37m investment in price.
Nelson joins The Co-op Group as its first chief customer officer in nearly two years, following a challenging 12 months for the business.
Jones’s departure follows mass redundancies at the group and the launch of a new strategy for its food and retail business last month.
The grocer also plans to treble its franchise store network, expand delivery partnerships, simplify and reduce its range, and improve its loyalty proposition.
Co-op is making 400 redundancies at its head office as it faces increased costs and a “tough” economic environment.
Responding to a desperate need to create employment opportunities for young people, the Co-op has joined forces with major employers like Direct Line to fund SME apprenticeships.
As the rate of team restructures ramps up and specialisms are added with greater frequency, how are brands resourcing to meet the challenges of 2022?
It started with a tweet and went on to raise over £20m to tackle food poverty.
Adapting your business to ensure employees are engaged is just as important as responding to new consumer behaviours, if brands want to be seen as customer experience leaders after the pandemic.
Four years into his role as chief membership officer, Matt Atkinson is departing the Co-op following a 12-month period which has seen the grocer attract millions of new shoppers, revamp its loyalty scheme and kick off a value pricing push.