Digital loyalty card 'big data' and small business marketing: Formal versus informal or complementary?

Christina Donnelly, Geoff Simmons, Gillian Armstrong, Andrew Fearne

Research output: Contribution to journalArticle

16 Citations (Scopus)


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
Original languageEnglish
JournalInternational Small Business Journal
Publication statusPublished - 1 Oct 2013


Cite this