Dunnhumby partners with French grocery retailer
UK-based Dunnhumby, in its capacity as a customer-centric marketing agency for CPG and retail companies, has announced the creation of a long-term joint venture agreement with French retailer Groupe Casino.
Known as Dunnhumby France, the joint venture business will draw on existing data from Groupe Casino's loyalty card programmes to drive decisions about customer strategy, customer segmentation, pricing, promotion and product ranges - a similar venture to that formed in 2003 with Kroger in the US. Since its inception, Dunnhumby USA grew from a staff of four to 170+, focusing on helping Kroger better understand its customers to earn their loyalty and grow same store sales, and has engaged over forty major consumer packaged goods companies including Kellogg's, Coca-Cola and Campbell's.
Same model, new territory Following the example of Dunnhumby USA's joint venture with Kroger and the company's joint venture in the UK with the Tesco supermarket chain, the customer insights from the Groupe Casino database will be made available to grocery suppliers in France to help them better understand their customers.
"The joint venture with Groupe Casino not only expands our global reach, but will allow consumer packaged goods companies to understand the differences in consumer behaviour around the world," noted Simon Hay, CEO of Dunnhumby USA.
Background Groupe Casino sales in France are reported to be in excess of 17 billion from 7,000 stores there. Groupe Casino has another 1,000 stores in other countries, providing a retail presence in North America, Latin America and Asia.
Dunnhumby, founded in the UK in 1989 by Edwina Dunn and Clive Humby, has become a worldwide organisation with over 600 employees and offices in eight countries, working with clients such as Kroger, Procter & Gamble, Coca Cola, Kellogg's, Hershey and General Mills.