NEWS19 November 2009
CANADA— Retailer Metro has entered a joint venture with UK-based agency Dunnhumby to analyse customer data and improve loyalty and sales.
Dunnhumby has had success at home with supermarket chain Tesco, analysing data from its loyalty card scheme, and in the US through a joint venture with Kroger.
The new joint venture, Dunnhumby Canada, will develop merchandising and marketing strategies, and follows pilot projects between Dunnhumby and Metro to test the validity of the proposed approach.
Metro’s president and CEO Eric La Flèche said: “We believe that Dunnhumby will help us better understand our customers by providing unique insights into their shopping needs, allowing us to make better merchanding decisions while improving our customers’ shopping experience.”