Peter Fisk, CEO of branding consultancy The Genius Works, agreed, but pondered: "How can you create trust in a non-trusting environment?" He said that too many customers still treat their customers as "average" and that this was no longer enough.
"Which niche are you going to go for?" he asked, urging retailers to replace their current somewhat narrow view of customers with a broader consumer view that would cover areas such as "the world", "wellbeing" and "connecting with people".
Clive Humby, founder and chairman of marketing company Dunhumby, said that the customer loyalty that has been generated by Tesco’s Clubcard programme is capable of replication by other retailers. However, he warned that the central issue for any retailer seeking success of this kind is to "understand the micro detail. The biggest asset any retailer has is their till role [and the ability to make use of the date it contains]."