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Below are the details for this Member.
| Name: |
Mr. Garry Craft |
| Position: |
President |
| Company: |
Garry Craft |
| Industry: |
Retail |
| Bio: |
 Garry has over twenty years of retail and manufacturing experience. He has worked across a number of European markets in trade and consumer marketing, retail and franchise operations and strategic sales planning.
As a senior line manager he has developed and implemented B2B and B2C loyalty programmes. He has developed consumer research, insight and category management principles to create ‘demand-pull’ strategies that build loyalty.
Garry has devised loyalty schemes to assist franchisees develop their sales and profit. Range advice, pricing guidelines and in-store promotional disciplines enable franchisees to attain free EPOS installation, reduce marketing levies whilst enhancing sales and margin.
His broad C-store and forecourt experience enabled him to devise epos reporting systems, improve promotional compliance and off-take and allocate marketing resource to maximise manufacturer, customer and shopper returns.
The trial of consumer loyalty programme at Spar provided genuine shopper insight, enabled a comparison of stated intentions and actual behaviour, revised store layouts and promotional strategy, initiated a c-store reward scheme and provided manufacturing partners basket analysis to target their investment.
Having begun his career with General Foods he took time to add an MBA to his BSc and moved into strategy consultancy with Arthur Young. In 1989 he joined Spar where he progressed to Managing Director following three years as Marketing Director. During his time at Spar he helped the IGD & Harris International Marketing establish the Convenience Tracking Programme and chaired the UK Efficient Consumer Promotions project.
After Spar he joined Bass Brewers as Category Development Director, responsible for category management, promotional policy and trade relations. He joined Compass in 2001 as Global Brand Director for Convenience Stores. Within this role he helped operating companies exploit the C-store opportunity in 20 countries and managed the operations of Whistlestop stores in the UK. He has just completed three successful years with Musgrave, owners of the Budgens and Londis retail brands in the UK.
Outside work Garry lives in North Oxfordshire with his wife and two daughters. |
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Communicating with Frequent Flyers in the Digital Channel
Customer Growth LLC, a US based consultancy specializing in developing “Custom measurable marketing programs that create profitability”©, has released the results of a research study analyzing the use and impact of the email channel by airlines to communicate with members of their frequent flyer programs.
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