Dunnhumby, Aptaris in promotions management partnership

Dunnhumby on Tuesday announced a strategic partnership with the marketing and promotions firm Aptaris, whereby Dunnhumby’s customer science will be integrated in Aptaris’ software.

The companies said the partnership would provide an “end to end promotions management solution” enabling retailers to increase the relevance of the offers to their customers, resulting in improved sales and margins while boosting the efficiency of their merchandising and marketing operations.

The companies in the announcement highlighted complementary software solutions that address the challenge of planning and executing trade promotions. Where Dunnhumby provides optimization and analytics helping retailers better understand the impact of promotional pricing, Aptaris helps retailers streamline the process of managing promotions from vendor collaboration through advertising design and billing.

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"The new combined offering allows immediate access to dunnhumby's data-driven customer intelligence," Tom O'Reilly, CEO of Aptaris, said in a statement. "Retailers will be able to determine instantaneously if a 50% discount will have greater impact on their category than a buy-one, get-one promotion. The higher awareness of financial impact deeply ingrained into the retailers' existing processes will increase promotional funding and revenue."

"The dunnhumby philosophy is centered on helping organizations build long-term customer loyalty, and promotions play a key role in shoppers' perception of value," Howard Langer, managing director for dunnhumby price and promotion, said. "This partnership demonstrates our continued investment in price and promotion technology solutions that give retailers the tools they need to be more successful. And, these tools are just one component of dunnhumby's broader ability to provide strategic support to retailers who need deeper insights into their shoppers and markets."

Aptaris is headquartered in Tampa, and Dunnhumby in Cincinnati.

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