Q&A: Mark Walker on FMCG Omnichannel Trends for 2025

Econsultancy’s Ben Davis and Mark Walker discuss FMCG omnichannel trends and Eagle Eye’s work with Morrisons on personalized loyalty schemes and effective customer targeting for 2025.

"[Targeting] is at its best, for me, when it feels natural and subtle.  A good example has been the way Eagle Eye has worked with Morrisons on their More Card loyalty scheme, creating 'personalised' prices and offers that really appeal to shoppers, but at scale across the customer base. Their ‘My Points’ boosters on favourite brands and products feel personal to me but not heavily targeted – it doesn't scream 'buy me' as a mechanic, rather they are a great nudge in behaviour, for me to spend more."

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