Shopper Insight Requires Retail Commitment: Dunnhumby

JON SPRINGER

NEW YORK — Customer insight is only as good as a retailer’s commitment to look at itself in a new way, Marc Fischli, chief operating officer of Dunnhumby Canada, told attendees at the Citibank Food & Drug Retail Conference here Tuesday.

Dunnhumby, known for its success in developing customer-focused strategies at Tesco and Kroger Co., recently began partnering with Montreal-based food retailer Metro Inc.

Fischli explained how Dunnhumby uses shopper loyalty data to create “DNA profiles” of individual shoppers, then segment them by what they buy and their motivations. This platform enables the retailer to make a relevant offer to the right shopper, adjust pricing accordingly, and respond to local tastes with optimized merchandising displays and more relevant ad fliers.

“This only works when the retailer is serious about becoming a customer-centric organization,” Fischli said.

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