Technology Trends Customer Insight June 2011


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Technology Trends Customer Insight, a copy of the presentation delivered by Giles Pavey, Head of Retail Solutions, dunnhumby from the CIM East of England Summer Marketing Conference held on 9 June 2011 at ARU, Chelmsford

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Technology Trends Customer Insight June 2011

  1. 1. Customer Marketing How dunnhumby are helping customers, retailers and manufacturers win Presentation to the Chartered Institute of Marketing, 9th June 2011 Giles Pavey, Head of Innovation, dunnhumby© dunnhumby 2009 | confidential
  2. 2. 2 Winning with customers© dunnhumby 2009 | confidential
  3. 3. Only two sources of competitive advantage: - the ability to learn more about our customers faster than the competition and - the ability to turn that learning into action faster than the Jack Welch Jack Welch Former CEO General Electric competition© dunnhumby 2009 2009 | confidential © dunnhumby | confidential
  4. 4. © dunnhumby 2009 | confidential
  5. 5. © dunnhumby 2009 | confidential
  6. 6. © dunnhumby 2009 | confidential
  7. 7. © dunnhumby 2009 | confidential
  8. 8. © dunnhumby 2009 | confidential
  9. 9. 9the customer model© dunnhumby 2009 | confidential
  10. 10. 10£300m+ revenue from 150+ clients© dunnhumby 2009 | confidential
  11. 11. 1162 MM 75 MM 238 MM 300 MM adults 310 MM 350 MM Customers 500 MM accounts © dunnhumby 2009 | confidential
  12. 12. 1262 MM 75 MM 238 MM 300 MM adults 310 MM 350 MM Customers 500 MM accounts Facebook announcement; Nielsen Netrating of Google Audience estimated for adults only © dunnhumby 2009 | confidential
  13. 13. 1362 MM 75 MM 238 MM 300 MM adults 310 MM 350 MM Customers 500 MM accounts © dunnhumby 2009 | confidential
  14. 14. How do you drink from the fire hydrant?© dunnhumby 2009 2009 | confidential © dunnhumby | confidential
  15. 15. Things should be made as simple as possible, but not simpler Jack Welch Albert Einstein© dunnhumby 2009 2009 | confidential © dunnhumby | confidential
  16. 16. 16 How do we do it?© dunnhumby 2009 | confidential
  17. 17. dunnhumby’s blueprint for business success through customer centricity Acquisition DM Changes in behaviour Transaction Customer Customer Action history Product Insight segmentation development Data Demo- Propensity graphics Pricing models Strategy Research Customer results link link KPIs ATL Advertising Call centre Prospecting data models Retention DM programmes Customer responses journey Retail strategy Capture changes in customer behaviour via data and begin the journey again© dunnhumby 2009 2009 | confidential © dunnhumby | confidential
  18. 18. 18 dunnhumby’s “win win win” approach Retailer Value Creation Grow Like for Like sales and Net Margin via better decisions throughout the business Insights to Suppliers Media to suppliers Commercialise the unique customer data Sell targeted communications and in asset with suppliers store media to suppliers More Relevant Customer Experience Improved channel, promotions, products, prices and communications© dunnhumby 2009 | confidential
  19. 19. 19Clubcard has enabled Tesco to know their customers Long TermCustomer Customer Customer to to Customer Data Insight Management enables... drive... grow... Loyalty Customer segmentation Communication strategy Increased – Lifestage – Retention Customer – Growth Lifetime Value – Value & Loyalty – Win-back / prospecting – Sales growth – Lifestyles Business strategy – Price – Promotions – Ranging – Availability© dunnhumby 2009 | confidential
  20. 20. 20this is a friend we know… – she is a busy young lady – she looks after her health and loves fresh produce – she drives to the supermarket on a Saturday morning – she has a cat – she doesn’t pay attention to the price of products Miss Jones – she does look out for promotions we know 350m people around the Globe as well as we know Miss Jones© dunnhumby 2010 | confidential
  21. 21. 21lifestyles are built from “DNA profiles”Miss Jones’s DNA Profile: a “time-poor, food-rich” customer – 25,000 products are used to create a customer’s DNA – we have a DNA profile for every single customer Over-indexing Under-indexing Dimensions© dunnhumby 2010 | confidential
  22. 22. 22Really relevant to customers ● What are the key attributes of the products you choose? ● What are your favourite purchase channels? ● When do you buy? ● Promotional Behaviour ● Clubcard Offers ● Clubs© dunnhumby 2009 | confidential
  23. 23. 23 Range decisions based on sales AND shopper metrics Optimised merchandising in cleaning products The right product in the right store for the right customers… • Retain lines popular with loyal customers even if not top sellers – retain their whole basket • Range rationalisation based on product substitutions – remove unnecessary lines, retain unique Increased facings of lower price lines products at stores dominated by price • Product mix tailored to the profile sensitive shoppers. of customers that shop the store Sales increase +16% Units increase +48%© dunnhumby 2009 | confidential
  24. 24. 24Winning house brand new product development 540 new lines, designed to win against limited range discount formats dunnhumby helps by using customer data to analyse • The most important products for price sensitive / less affluent customers, by category • Into which stores to focus distribution of these products Results Between 3% (beauty) and 11% (Household) penetration of weekly users Typical customer buys 2.1 “discounter” items per week© dunnhumby 2009 | confidential
  25. 25. 25The Clubcard Statement is at the heart ofTesco’s contact strategy● c. 15 million customers mailed every quarter● Delivers in excess of £160m ‘Reward’ to customers● 7 million variations of product coupon offers● Significant impact on revenue 6 x per year● A valuable tool for suppliers – helps off set costs● dunnhumby provide targeting and coupon sourcingVoucher redemption: 95%+; product offers : 20%+ We run similar customer communications in most of our markets with our retail partners© dunnhumby 2009 | confidential
  26. 26. 26Every till transaction is an opportunity Deliver relevant offers based on customer’s purchase behaviours over time and today dunnhumby source offers both solus and as part of integrated campaigns with other media Typical redemption: 17.5%© dunnhumby 2009 | confidential
  27. 27. 27In store & on the road Pump Trolley Talkers Talkers Lorry 6 sheets In Store TV Floor Stickers Sampling Coupons @ Till In store & car park© dunnhumby 2009 | confidential
  28. 28. 28At home LoyaltyThemed Mailings Magazine Web & Internet Coupons @ Till Clubs© dunnhumby 2009 | confidential
  29. 29. 29 Putting the customer first in the digital world© dunnhumby 2010 | confidential
  30. 30. 30 we can populate “my favourites” from your store shopping increasing “click through” and reducing “abandoned” visits© dunnhumby 2010 | confidential
  31. 31. 31 credit card tells us more about how you live your life gives added benefits strong synergy between credit card and shopping drive behaviours in and out of store© dunnhumby 2010 | confidential
  32. 32. What you buy and when you buy tells us a lot about you Film buff Blockbuster lover These purchases indicate radically Hi-tech different customers, even though they Early adopter are buying the same product First to buy Blu-ray £14.99 Film buff Blockbuster buyer Discount shopper Blockbuster lover Prepared to wait Mainstream First to buy Gift purchase movies Low-tech £11.99 £10.99 £4.99 Launch Month 3 Month 12© dunnhumby 2010 | confidential
  33. 33. We can replicate this across all categories F&F Couture sequin jacket £90 Canon EOS 7D 15-85 IS Fashionista £1,899 High price Couture High performance Small size Camera buff High price Early adopter F&F Faux leather biker jacket £20 Nikon D5000 SLR £499 New release Brand buyer Low price Promo purchase Youth culture 5-star review Upgrade camera F&F Boyfriend Jacket Sony Cyber-shot W270 £18 £159 Latest craze/trendy Entry level Low price Easy to use Promo purchase Low spec Large size Long warranty© dunnhumby 2010 | confidential
  34. 34. Combining this data can help us be predictive offuture behaviour in non-food What products you click on High What you browse & search Previous purchases of the same product Browse & search history Previous purchases in same category Stated preferences Predictive Power Previous purchases in adjacent category Lifestage and Price Sensitivity Other purchases in non-food Grocery purchases Nothing Low Predicting what you’ll buy, not when you’ll buy© dunnhumby 2010 | confidential
  35. 35. Understanding how different customers searchcan tell us where we are winning Digital Canon EOS Camera Digital SLR 7DFirst-time Upgrade Camera buyer customer buff Digital Photography PURCHASE PURCHASE PURCHASE Tesco store© dunnhumby 2010 | confidential
  36. 36. We can help customers find what they want This customer has searched ‘kettles’ on Direct We use what we know… ● Price Sensitive shopper ● Promotions purchaser ● Previously bought Tesco brand small electricals ● Previously bought a silver toaster … to deliver RELEVANT RESULTS… #1 #2 #3 #4 #5© dunnhumby 2010 | confidential
  37. 37. Ensuring we have the right dialogue with eachcustomer will be key Right offer… …right customer… …right channel Product Promotions & Coupons Website Category Offers Banner Ads Email Who gets what Who and when driven by insight Messages & Editorial Catalogue Mobile Supplier Media & Advertorial Clubcard© dunnhumby 2010 | confidential
  38. 38. 38Coming soon to the UK Online Communities Helping me live my life Smart TrolleyE-Cash / Payment vehicles Offers direct to phone© dunnhumby 2009 | confidential
  39. 39. 39 Thank you GilesPavey on Twitter© dunnhumby 2010
  40. 40. 40© dunnhumby 2010 | confidential
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