PZ Cussons' James Mackenzie: 'Shoppers and consumers are not the same'
James Mackenzie, head of insights at PZ Cussons, discusses how behavioral understanding, data, and technology are transforming brand connections with shoppers and consumers worldwide.
Mackenzie has worked at Asda, Tesco, Car Phone Warehouse, Hallmark Cards, and since October 2024, at PZ Cussons. He began his career in retail, joining Asda after university and becoming fascinated with the industry due to its focus on people and their decisions.
Shoppers and consumers are not the same
After joining Asda, the company was acquired by Walmart, introducing Mackenzie to the data revolution. He worked with Walmart's new systems, which allowed for analysis of products frequently purchased together by shoppers.
- Asda
- Tesco
- Car Phone Warehouse
- Hallmark Cards
- PZ Cussons
Author's summary: James Mackenzie shares insights on transforming brand connections.
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