Dunnhumby and Kroger team up on customer analysis
The US-based retail grocery chain, Kroger, has partnered with the UK-based data management and analysis firm, Dunnhumby, for the analysis of its customer data. The analysis is expected to offer Kroger new insight into its customers' needs, and improve their shopping experience.
Dunnhumby is part-owned by the UK supermarket chain, Tesco, and has previously worked with companies such as BMW, Procter & Gamble, Diageo, Virgin Atlantic, and Tesco to help them learn more about their customers and to develop customer-focused marketing initiatives.
"Dunnhumby will help us better understand our customers by providing a unique insight into their shopping needs," explained Kroger's executive vice president, Don McGeorge. "For example, our merchandisers will learn which products and categories are important to each customer, and we will learn more about how to fulfil our customers' needs in a more relevant way."
Dunnhumby's data analysis and customer insight will also allow Kroger to make better informed merchandising and marketing decisions.
Recognisable benefits According to Dunnhumby's CEO, Edwina Dunn, the most successful loyalty programmes work because they are able to turn information into actions that provide customers with recognisable benefits.
"Those benefits strengthen the customer's bond with the company because the customer can see that the company cares about them, and their business," said Dunn. "Kroger recognises that, over the long term, retaining valuable customers is crucial to maintaining growth and staying competitive."
Kroger operates some 2,488 supermarkets and multi-department stores in 32 states, under approximately two dozen brand banners, including Kroger, Ralphs, Fred Meyer, Food 4 Less, King Soopers, Smith's, Fry's and Fry's Marketplace, Dillons, QFC, and City Market. The company also operates some 784 convenience stores, 441 fine jewellery stores, 376 supermarket fuel centres, and 41 food processing plants throughout the USA.