collaborating+to+win+ with+ customer+1st promotions · (e.g.+digital+media+ exposuredata)...
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Collaborating to Win with Customer 1st Promotions
Howard Langer, Global Capability MD – Price & Promotions
dunnhumby
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3 © dunnhumby 2015 | Confidential
The benefits of a global view
$500 BILLIONRETAIL SPEND
800 MILLIONCUSTOMERS GLOBALLY
2,000EXPERTS
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PARTNER VALUE CREATIONPROPOSITION: grow like for like sales and net margin via better decisions throughout the business
dunnhumby’s “Win Win Win” approachdunnhumby Approach
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© dunnhumby 2015 | Confidential5
INSIGHTS TO SUPPLIERSPROPOSITION: partner to provide the unique customer data asset to suppliers through customer reporting and analysis service
PARTNER VALUE CREATIONPROPOSITION: grow like for like sales and net margin via better decisions throughout the business
dunnhumby’s “Win Win Win” approachdunnhumby Approach
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© dunnhumby 2015 | Confidential6
INSIGHTS TO SUPPLIERSPROPOSITION: partner to provide the unique customer data asset to suppliers through customer reporting and analysis service
MEDIA TO SUPPLIERSPROPOSITION: partner to provide targeted communications (statement and interest mailings etc.) and in store media to suppliers
PARTNER VALUE CREATIONPROPOSITION: grow like for like sales and net margin via better decisions throughout the business
dunnhumby’s “Win Win Win” approachdunnhumby Approach
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“BIG DATA”(e.g. digital media exposure data)
SHOPPER DATA
NEW INSIGHT DATASET
Big data and shopper dataCustomer Science
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8 © dunnhumby 2015 | Confidential
How Important are Promotions to Consumers?
2%
8%
9%
9%
10%
26%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
EA S E
RELAT IO NSHIP
R EWA RDS
P ROMOT IONS
P R IC E
RA NGE A ND LAYO UT
A F F IN I TY
Drivers of Customer Centricity: Grocery Retail – France, Oct 2015
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Source: The Nielsen Company 2015
OF PROMOTIONS GLOBALLYDON’T BREAK EVEN
Promotions aren’t working…
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Source: The Nielsen Company 2015
OF PRICING INITIATIVES ARE ONLY ‘SOMEWHAT’ EFFECTIVE
OR ‘NOT EFFECTIVE AT ALL’
Source: RSR Pricing 2015: Learning To Live In A Dynamic, Promotional World
OF PROMOTIONS GLOBALLYDON’T BREAK EVEN
Pricing isn’t either….
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11 © dunnhumby 2015 | Confidential
How are we doing?
Dale Hagemeyer, POI…
“Progress on Promotional Effectiveness has been anaemic over the last decade”
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12 © dunnhumby 2015 | Confidential
Follow the vendor
Follow the competitor
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Global Promotions Trends
ChinaUK
LatAm
US
France
% Sales on Promotion
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GPA in Brazil
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But here we are….