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Showing posts from March, 2015

"Relevant Offers"

If I had £1 for every time someone added the word "relevant" in front of the word "offer", I'd be very rich. The usage of the word seems to be in inverse proportion to any understanding of what it might mean. I often ask people what they mean by "relevant" when I hear them say it in conjunction with the word "offer". More often than not they can give no meaningful answer. We are being overrun with apps and offer programmes from banks, mobile phone companies and employee benefits providers. All say that their offers are relevant. None of them have defined what they mean by it and engagement in their programmes is very low. At dunnhumby when working with Tesco we defined a relevant offer as an offer on a product that a customer had previously bought. If you bought Ariel soap powder then an Ariel offer was relevant but one from Persil was not. So you would only receive the Ariel offer. This was consistent with Tesco's view that the the