04/07/2025
I often say I fell into marketing.
When I was younger, I wanted to be an archaeologist, a vet, and even the woman who plays Belle at Disneyland. But after studying French at uni and travelling South America, I had to start “adulting” and earning a living. My thought process? Languages ➔ communication ➔ marketing. Makes sense, right?
So, I landed my first marketing job. A few years in, I discovered the world of data and CRM — and I was hooked. I became fascinated by how much of ourselves we give away for free, and from a business perspective, how invaluable that information can be.
That curiosity took me to Sainsbury’s, where I worked with the treasure trove of data behind Nectar, still one of the UK’s largest loyalty schemes. I used that data to send more relevant messages to customers — and yes, to drive more sales.
After leaving the corporate world, I’ve kept one core focus: knowing your customer inside out. Because it works. We have a responsibility to protect customer data and respect that it’s given to us as part of an exchange. But there’s so much gold dust in even the simplest customer insights, especially for small businesses.
Take my first three months working with Fine Wine Works: I quickly learned which suppliers prefer WhatsApp, email, or phone — saving hours of wasted follow-ups.
I know the wine preferences of our regular customers, so I don’t offer white Burgundy to those devoted to reds. Instead, I can excite them with options I know they’ll love, building relationships and repeat business.
And by chatting with stews during our training courses, I gathered nuggets about their day-to-day challenges. Now I can anticipate their needs — sometimes even before they ask.
These insights are invaluable. They might not come in endless spreadsheets, but write them down, keep them updated, and use them wisely.
That’s what a good CRM is all about.
✨ You know your customers better than anyone else. Make sure you’re making the most of that knowledge.
