Kate Jones

Kate Jones is one of Campaign’s retail expert contributors. She is a director and brand consultant, having spent the early part of her career as a marketer at Mars, and later a consultant for Added Value and Mash Strategy.

Why Morrisons is firing on all cylinders by putting the Safeway brand at the centre of its convenience move
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Why Morrisons is firing on all cylinders by putting the Safeway brand at the centre of its convenience move

By striking a deal to supply groceries to the convenience retailer McColl's and relaunching the Safeway brand, Morrisons is making full use of its assets.

Times are still tough, but Sainsbury's and Morrisons both have reasons to be cheerful
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Times are still tough, but Sainsbury's and Morrisons both have reasons to be cheerful

Sainsbury's and Morrisons released financial results this week, and each has reason for cautious optimism. They have found two different ways to keep winning in difficult times, says brand consultant and retail watcher Kate Jones.

John Lewis is looking to the future with optimism, not fear of change
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John Lewis is looking to the future with optimism, not fear of change

This morning's results from John Lewis prove that even the well-loved stalwart can't escape the trials of the stormy retail market, but it is a future focused brand that 'means business', argues consultant and retail watcher Kate Jones.

Is the M&S road to recovery faltering already?
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Is the M&S road to recovery faltering already?

As M&S reveals a dip in like-for-like sales of clothing and general merchandise over spring, brand consultant and retail watcher Kate Jones asks whether this was just a glitch on the company's road to recovery after a "challenging" start to summer.

Why Waitrose has found the Holy Grail in a culture of fascia-agnostic deal hunting
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Why Waitrose has found the Holy Grail in a culture of fascia-agnostic deal hunting

Waitrose's new loyalty mechanic, Pick Your Own Offers, is a revolutionary promotional tool that could be as disruptive as Tesco Clubcard once was, argues brand consultant and retail watcher, Kate Jones.

As Sainsbury's results prove, retail today is a tricky business
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As Sainsbury's results prove, retail today is a tricky business

Sainsbury's is the victim of the new retail reality: an all out price war and a new era of demanding shoppers, argues brand consultant and retail watcher, Kate Jones.

Tesco's Dave Lewis is playing tough and facing up to the reality of £6.38bn losses
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Tesco's Dave Lewis is playing tough and facing up to the reality of £6.38bn losses

You can't make an omelette without breaking eggs, says Kate Jones, brand consultant and retail watcher, and Dave Lewis, Tesco CEO is certainly not afraid to do just that.

Ocado is a 'text-book tale' of hard-won success
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Ocado is a 'text-book tale' of hard-won success

Kate Jones, director at brand consultancy Mash Strategy, argues Ocado's first ever profit was a hard-fought victory, driven by staying true to its vision.

Morrisons' Dalton Philips was a 'brave change agent' - but his time was up
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Morrisons' Dalton Philips was a 'brave change agent' - but his time was up

Kate Jones, director at brand consultancy Mash Strategy, argues Dalton Philips leaves a legacy as a 'change agent' - but in a turbulent market that has 'moved on'.

Integrity and emotion in a bold campaign: Sainsbury's Christmas WWI 'truce' ad
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Integrity and emotion in a bold campaign: Sainsbury's Christmas WWI 'truce' ad

Sainsbury's First World War-themed Christmas campaign is a clear play to win the hearts of the nation. But will the football 'truce' ad win footfall? asks Kate Jones, director at Mash Strategy Studio.

As the City became its boss, Tesco became a machine
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As the City became its boss, Tesco became a machine

Retail expert Kate Jones, director at Mash Strategy Studio, explains why things are likely to get worse still for Tesco, but new boss Dave Lewis has a clean slate with blame lying with his predecessors.

Tesco in crisis: how can Dave Lewis steer the supermarket back on course?
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Tesco in crisis: how can Dave Lewis steer the supermarket back on course?

With a £250m profits shortfall and the subsequent suspension of four senior executives, to say that new Tesco boss Dave Lewis has his work cut out for him is something of an understatement. But Kate Jones, director at Mash Strategy, says his assertiveness and ruthlessness have so far been impressive.

Five tips for Dave Lewis on his first day as Tesco CEO
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Five tips for Dave Lewis on his first day as Tesco CEO

As Unilever's Dave Lewis takes over from Tesco's Philip Clarke, retail expert Kate Jones, director at Mash Strategy, gives her five tips for bringing back the brand we love.

Memo to Mike Coupe: five lessons for Sainsbury's new CEO
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Memo to Mike Coupe: five lessons for Sainsbury's new CEO

As Mike Coupe readies himself to take over from outgoing chief executive Justin King, Kate Jones, director at Mash Strategy, lends five pieces of advice.

Why Sainsbury's struggles are a sign of the times, rather than a brand in decline
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Why Sainsbury's struggles are a sign of the times, rather than a brand in decline

Sainsbury's is reading its own path and holding its own, despite today's announced drop in like-for-like sales, writes retail specialist Kate Jones, director of Mash Strategy.

Does the Co-op really care about what the public thinks - or is it just a PR stunt?
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Does the Co-op really care about what the public thinks - or is it just a PR stunt?

As the Co-operative Group opens up its strategy to the public, retail specialist Kate Jones, director of Mash Strategy, analyses whether this is a pure PR stunt - or if the Co-op really cares.

How marketing triumphs and failures defined the Christmas retail battle
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How marketing triumphs and failures defined the Christmas retail battle

The "sea of red" brings in a new dimension to the already squeezed middle as more shoppers than ever shifted to online over Christmas. Retail specialist and former Mars marketer Kate Jones, director at Mash Strategy, brings us the definitive guide to this Christmas' winners and losers.

Tesco must learn the difference between value and price
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Tesco must learn the difference between value and price

The savvy shopper is voting with their feet (and their wallets) as Tesco loses out, writes retail expert Kate Jones, director of Mash Strategy and a former Mars marketer.

Wake up and smell the success of coffee
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Wake up and smell the success of coffee

The "big three" coffee chains - Costa, Starbucks and Caffe Nero - all focus on innovation strategies to keep up momentum in the growing sector. However, the threat of indie "brew bars" and wavering consumer sentiment mean the pressure is on, writes Kate Jones, retail specialist and director of brand stategy consultancy Added Value.