Connect Media from dunnhumby will support brands' position in Tesco stores across the country.

dunnhumby, a global consumer data science company, announced today
a new agreement with Tesco, thanks to which brands will gain an innovative service, "Connect Media" – the first offering on the market of accountable media at points of sale. Drawing on the latest expertise in data analysis, Connect Media will support Tesco suppliers in building consumer experience while strengthening sales and loyalty.

 

The first measurable retail media based on consumer behavior analysis

 

From January 1, 2018, Connect Media from dunnhumby will be responsible for planning and executing POS communication, hostess services, tastings, and online media for Tesco suppliers throughout the country. The new dunnhumby and Tesco partnership expands the scope of cooperation to further consumer touchpoints. Brands will be able to use Connect Media's unique capabilities in planning, executing, measuring, and analyzing the effectiveness of online and offline campaigns, based on knowledge of the consumer behavior of six million active Clubcard customers in Poland, the Czech Republic, Hungary, and Slovakia.

 

An effective tool for suppliers and their brands

The new business model was tested and proven earlier in other markets. Using 25 years of pioneering experience in applying data analysis to understand and inspire consumers, Tesco introduced retail media in cooperation with dunnhumby in the United Kingdom, Ireland, and Thailand. Over the past 4 years, dunnhumby has carried out 2,865 campaigns in Tesco stores in the UK. In Thailand, where Connect Media has been operating for 2 years, more than 1,000 campaigns have already been created for 200 brands and their agencies, generating 18.5 billion brand contacts and acquiring more than 24 million new consumers for their products.

 

Stephen Russell, Managing Director of dunnhumby in Central Europe, said: "The introduction of Connect Media will give us the ability to create strong multi-channel campaigns for our clients, with the consumer at the center of attention. We put the power of consumer data and innovation in their hands – brands will be able to build consumer engagement and measure the effectiveness of their media, and our analyses will help them optimize subsequent campaigns and build loyalty. The unique pedigree of an agency originating from the Tesco network and our many years of experience working with the network and its suppliers make us the first agency on the market to offer fully measurable media at points of sale. By introducing Connect Media in Poland, we are giving brands a powerful tool with which they can ensure an effective purchase path and improve the quality of the consumer experience.

 

Double-digit sales growth

Connect Media gives brands the opportunity to fill the gap between ATL and BTL campaigns, extending communication in and outside stores across many different formats. Campaigns planned and executed by Connect Media in other markets are highly effective. By combining precise targeting of in-store media with dunnhumby's analytical tools, Connect Media has provided brands with double-digit sales growth and a high return on investment. The campaigns also confirmed very high efficiency in terms of the cost of reaching consumers compared with television and press (in some Connect Media campaigns in Thailand, they were even up to 3 times more cost-effective than TV and up to 19 times more cost-effective in the case of a press campaign).

 

Consumer loyalty

"The new partnership will help us work with suppliers to develop brands and grow categories while offering a better, more differentiated customer purchase path – a genuine competitive advantage." – said Jamie Walker, Product Director at Tesco Central Europe.

 

According to data published by POPAI, 76% of purchasing decisions are made at the store shelf*. To reach today's consumers, who use multiple communication channels simultaneously, brands need effective media at points of sale. The new partnership with Tesco will help improve the quality of the consumer experience, thereby supporting sales and loyalty for brands. Brands and agencies can already book campaigns planned from January 1, 2018.

 

  • *POPAI 2012 Shopper Engagement study

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dunnhumby Ltd. – pioneering use of consumer data analysis for brands and retailers

 

dunnhumby – since 1989, a global leader in consumer data analysis,
was a pioneer in using big data to support the growth of brands and retailers.
In 55 offices located in 29 countries, dunnhumby's strategic approach, proprietary insights, and differentiated media provide a competitive advantage to clients including: Coca-Cola, Homeplus, L'Oreal, Monoprix, Procter & Gamble, Raia Drogasil, Raley's, Shoprite, Tesco, and Whole Foods Market. Using insights created from data obtained from 800 million consumers worldwide, thanks to specialist knowledge about shoppers and their engagement, pricing and promotions, category management, and supplier collaboration, dunnhumby optimizes brands' investments in data acquisition, develops knowledge, and creates dedicated solutions that build margin, sales, and profits in a competitive environment.