Dunnhumby and Tesco partner for Clubcard expansion

UK-- Marketing services consultancy Dunnhumby and retail giant Tesco have extended their partnership to analyse shopping trends in nine Asian and Eastern European countries, as the grocer expands its Clubcard loyalty scheme.

Dunnhumby, which has analysed Clubcard data in the UK for the past 13 years, will work locally with Tesco in Thailand, Malaysia, Hungary, South Korea, Turkey, China, Slovakia, the Czech Republic and Poland.

Analysts will also work with Tesco's suppliers in the nine countries to provide data and insight into who buys their products and why. Dunnhumby will share this information with suppliers in all the markets Tesco operates in, giving them access to a panel of millions of households.

The Clubcard programme already operates in South Korea, China and Malaysia and trial schemes are operating in Thailand and Turkey. A spokesman said Tesco had carried out “some segmentation of its own” but lacked the resources and expertise to take it further.

The scheme is to be introduced to Poland, the Czech Republic, Hungary and Slovakia by summer 2008.

Author: James Verrinder

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