It should be noted that to conduct further research to address the propositions
presented and to extend our understanding of this important area of marketing
planning, researchers will need to secure access for small businesses to retailer loyalty
card marketing intelligence. Government agencies are increasingly keen to work with
universities and research bodies to make retailer loyalty card marketing intelligence
available to small firms and to provide initial interpretation. An example is the
University of Kent’s Business School. In April 2005 a joint venture was established
between their Centre for Value Chain Research and dunnhumby. This partnership
provides a mechanism for small firms to access shopper insight from the largest
consumer database in the UK derived from Tesco Clubcard data