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 journalArticlepeer-review

33 Citations (Scopus)
20 Downloads (Pure)


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
Pages (from-to)422-442
Number of pages21
JournalInternational Small Business Journal
Issue number4
Early online date1 Oct 2013
Publication statusPublished - Jun 2015


  • big data
  • digital marketing
  • market orientation
  • marketing strategy
  • small business marketing

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