Tuesday, November 20, 2007
The Dunnhumby Way: Insights Into How Relevance Marketing Shapes Strategy For Tesco
Many marketers are familiar with the success Tesco has had with its Clubcard loyalty program. With more than 13 million active card holders and 85% of its sales captured on a card, the retail giant is often cited as the gold standard other companies look to emulate as they build loyalty programs. However, most marketers are less familiar with dunnhumby, the company that has been working behind the scenes with Tesco since 1994 to help Tesco achieve its goal of earning the lifetime loyalty of its customers. Founded in the UK in 1989 by Clive Humby and Edwina Dunn, dunnhumby has grown substantially over the past few years through a joint venture with Kroger and more recently via a similar partnership with French grocery giant Groupe Casino.
The company recently marked the fourth anniversary of dunnhumbyUSA division which is based in Cincinnati and also has offices in Atlanta. Growing at a rate of 40% a year, the US division is projected to reach $150 million this year and is planning to add more than 70 new staffers next year.
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