Those quarterly mailers contain 12 coupons specific to an individual household and are carefully designed. The upper left may offer a slightly esoteric product like a special cheese, while Tide may be lower on the flyer and the last two coupons might be experiments, such as adjacent products — a purchaser of baby food who doesn’t buy diapers might see an offer for diapers, for example. Eighty percent of dunnhumby’s effort is focused on what it knows about a customer and 20 percent is focused on discovery. ... "
Tuesday, October 29, 2013
Kroger Knows Your Shopping Habits
In Forbes: Good overview of what is fairly common practice in the use of analytics in retail/CPG today. " ... Working with dunnhumby, the customer data specialist which so impressed the UK’s Tesco that the grocer bought the firm, Kroger tracks each customer as an individual....
Those quarterly mailers contain 12 coupons specific to an individual household and are carefully designed. The upper left may offer a slightly esoteric product like a special cheese, while Tide may be lower on the flyer and the last two coupons might be experiments, such as adjacent products — a purchaser of baby food who doesn’t buy diapers might see an offer for diapers, for example. Eighty percent of dunnhumby’s effort is focused on what it knows about a customer and 20 percent is focused on discovery. ... "
Those quarterly mailers contain 12 coupons specific to an individual household and are carefully designed. The upper left may offer a slightly esoteric product like a special cheese, while Tide may be lower on the flyer and the last two coupons might be experiments, such as adjacent products — a purchaser of baby food who doesn’t buy diapers might see an offer for diapers, for example. Eighty percent of dunnhumby’s effort is focused on what it knows about a customer and 20 percent is focused on discovery. ... "
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