Applying Customer Economics 

 In partnership with the British Retail Consortium 

Lead your organisation to sustainable growth and greater profitability by harnessing your customer data to improve business performance. Unlock the power in your customers by adopting strategies proven by the most successful brands and retailers. 

more2 have teamed up with the British Retail Consortium to help you harness customer data to improve commercial performance. The training  programme is led by more2’s CEO and Founder, Kevin McSpadden, who has distilled over 27 years of experience in leading growth strategies for hundreds of direct and retail brands. Our aim is to enable you and your board to attain new levels of understanding about your customer economics and give you a framework to adapt confidently to the recent changes in consumers and markets.

Kevin will be your guide as we explore how retail and direct brands make better commercial decisions, forecast more accurately and set the right marketing budget based on your understanding of customer economics. These are just some of the areas we’ll cover:


  • Understanding the growth levers for direct brands so you can focus where it counts
  • Establishing a customer economic model to empower the whole business to make decisions according to customer value
  • Employing the metrics that matter – most retailers are awash with data; we cut through the noise to critical metrics like Customer Lifetime Value and Incremental Cost per Acquisition.
  • Enabling digital transformation through the application of customer data
  • Robust multi-year forecasting that enables you to make long term investment decisions with confidence
  • Gaining an unfair advantage on digital platforms like Google and Facebook through smarter use of your customer data
  • Reviewing common mistakes that prevent retailers achieving their full potential
  • Improving customer loyalty by directing investment towards the right customers
  • Ensuring marketing effectiveness by understanding incremental results


"BRC Learning’s purpose is to be The Go-To Organisation for learning and skills in Retail. With this mission in mind we are only partnering with the very best in their field to bring great content to our sector. We are delighted to be working with more2; they have a long and successful history of helping retailers of all sizes adapt to the market and harness their customer data for growth. They bring clarity and pragmatism to what is a complex subject and their solutions are well tested and proven. Their ambition matches ours - to deliver transformational results and I really like the way they work and engage, no fluff and no padding just really good commercial content" 

Lucy Crowther - Director, BRC Learning


The course is suitable for CEO, CFO, board level and the senior leadership level immediately below. No prior marketing experience is required – the language is commercial and jargon-free. The delivery method is through a combination of small group workshop sessions delivered online, on-demand videos, and a 1 to 1 consultation 2 months after the course is complete.

Please note that this is a paid course that can only be booked through British Retail Consortium (BRC) Learning.

To learn more, please complete the form and the BRC Learning will be in contact with further information.