NEWS19 November 2009

Dunnhumby in Canadian JV with Metro

News North America

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.”

@RESEARCH LIVE

2 Comments

11 years ago

I'd like to see how successful the JV will have considering Nielsen's monopoly in the market in this area

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11 years ago

I wouldn't have thought the two companies would be direct competitors, John. As far as my understanding goes, Dunnhumby will be working with Metro to analyse their loyalty card data, while Nielsen runs a consumer purchase panel covering a broader selection of retailers.

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