Sainsbury’s marketing director Kevin McCarten has launched a shake-up to
explore how individual Sainsbury’s stores can market themselves more
McCarten has also called in IDV’s director of market research, Phil
Robinson, to be his new director of marketing services to boost
Sainsbury’s FMCG expertise.
Robinson, who has worked in a variety of marketing posts at Mars, Sara
Lee and Procter & Gamble, will bring his FMCG experience to bear on a
marketing department that is heavily weighted towards retail.
‘What I want is good consumer goods expertise in order to give our
traders a sound understanding of what our customer wants,’ said
McCarten. ‘Phil brings us 23 years of unadulterated consumer goods
Robinson, who starts at BMW on August 19, will replace John Renshaw who
has moved to a newly-created role at the same level - director of
Through a combination of areas such as store layout, range of produce,
and customer purchasing patterns through the Reward Card, Renshaw will
be able to assess the strengths and weaknesses of each of Sainsbury’s
365 stores and act upon it with a variety of marketing initiatives.
‘What we are talking about is taking each store as a microcosm and
treating it as a separate business,’ said McCarten.
Further changes are expected in the coming months but the company is
unwilling to release more details.
Since joining in December, McCarten has initiated a number of
strategies, including the Reward Card, and corrected the balance of
products towards premium brands.
This article was first published on Marketing