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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.

Tesco must learn the difference between value and price

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

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.

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