dunnhumby

Make faster, customer-led category decisions that connect strategy with practical execution and improve commercial outcomes.

Focus pricing and promotional investment where it can improve customer value perception, sales performance, and margins.

Connect customer behaviour to commercial outcomes so teams can understand performance drivers and make better-informed decisions.

Build stronger customer loyalty and deliver more relevant experiences using customer data, personalisation, and programme expertise.

Help retailers become discoverable to AI agents and deliver relevant conversational shopping experiences that support customer choice and basket building.

Align retailers and suppliers around shared customer insight to support joint decisions, measurable growth, and more effective investment.

Connect insight, activation, operations, and measurement to help retailers grow scalable media businesses and give brands confidence to invest.

Build trusted data foundations and clear customer priorities so teams can make consistent decisions and scale AI with commercial impact.

Focus investment on priority customers, align teams around actionable strategy, and measure its impact on commercial performance.

Capabilities to create and maintain customer segments, consolidate cross-channel behavior, and deliver actionable insights for targeting, personalization, and measurement.

Products: Customer Strategy and Insights, Customer, Data & AI Strategy, Performance Insights, Supplier Collaboration

Help retailers optimise assortments, shelf space, pricing, and promotions through demand forecasting, scenario modelling, performance analysis, and shared planning with suppliers.

Products: Category Management, Price & Promotion, Performance Insights, Supplier Collaboration

Enterprise-grade loyalty program capabilities including enrollment, reward mechanics, targeted offers, and integrated redemption within ordering flows to increase repeat visits and lifetime value.

Products: Loyalty & Personalisation, Supplier Collaboration

Capabilities for retailers to build and operate owned media networks combining on-site and off-site ad delivery, first‑party data targeting, attribution, and unified omnichannel reporting.

Products: Retail media

Helps beauty brands and retailers deliver branded shopping conversations that interpret shopper intent, explain catalog recommendations, and connect discovery to commerce through owned channels and generative AI platforms.

Products: Agentic commerce

Category Management

dunnhumby’s Category Management service helps retailers connect strategy, planning, and execution through customer-centric, data science-led decision-making. It automates and optimises decisions across assortment, space, pricing, and promotions, helping teams respond faster and balance customer, commercial, and operational priorities. Assortment capabilities use loyalty and EPOS data to understand store-level behaviour, quantify commercial impact, and generate space-aware recommendations and planograms that reflect real store constraints.

• Optimize Category Decisions
  Coordinate decisions across key commercial levers to help retailers act on category strategy and improve planning and execution outcomes.
• Ground Range Decisions In Customer Insight
  Use store-level customer evidence to guide category priorities, product additions and delists, and choices about range, space, pricing, and availability.
• Recommend Customer-Led Assortments
  Develop evidence-based product mixes for different store profiles and regions, and assess the potential commercial impact of range decisions.
• Create Planograms That Fit Real Stores
  Build plans around real store space and fixtures so ranges can be implemented in store.
• Monitor And Refine Performance
  Track category results and use recommendations to adjust decisions as performance and conditions change.
• Align Teams And Suppliers
  Give teams and suppliers a shared view of category performance to support consistent planning and action.
• Create Plans Ready For Execution
  Bring changing demand and real-world constraints into planning so teams can respond while retaining strategic priorities.
• Reduce Manual Assortment Work
  Automate parts of assortment analysis, recommendation generation, and workflow management to cut manual effort.
• Focus Investment Where It Matters
  Identify where investment can make a meaningful difference rather than spreading spend across lower-priority decisions.
• Standardize Category Planning
  Apply a consistent approach to category assessment, planning, and execution across teams.

Price & Promotion

dunnhumby helps retailers optimise investment across base pricing and promotions using advanced, retailer-built data science. The solution supports customer-led price strategies, pricing execution, structured promotion planning, demand forecasting, scenario modelling, and performance analysis. Teams can assess expected ROI and impact before execution, coordinate with brand partners, and identify promotions that generate incremental sales rather than dilute margins.

• Set Customer-Led Base Prices
  Guide pricing investment using customer behaviour, competitive context, customer perception, and financial goals.
• Automate And Control Pricing Plans
  Reduce manual updates while supporting faster review, approval, consistent execution, and visibility of price changes.
• Forecast Outcomes Before Acting
  Assess possible outcomes before making pricing changes, helping teams make informed decisions rather than relying on reactive changes.
• Plan Promotions With Brand Partners
  Coordinate promotional plans with brand partners and select suitable marketing vehicles through shared workflows.
• Forecast Promotional Impact
  Understand likely promotion outcomes before launch so teams can compare options and choose plans with greater confidence.
• Identify Promotions That Deliver Incremental Sales
  Use evidence about promotional impact to identify effective tactics, scale them, and make clearer investment decisions.
• Focus Investment Where It Matters
  Direct investment towards the categories, products, and campaigns with potential to influence customers and improve performance.
• Refine Future Promotion Plans
  Use past results to adjust future plans and improve how promotions are planned and executed.
• Monitor Changes And Adapt Pricing
  Review pricing performance to support timely adjustments as needs and conditions change.

Performance Insights

dunnhumby helps retailers understand what drives performance by connecting customer behaviour to category, brand, and commercial outcomes. It turns complex data into actionable insights, helping teams see what is happening, why it is happening, and how decisions shape results across assortment, pricing, and promotions.

• Reveal What Drives Performance
  See which customers, missions, and behaviours drive category performance, rather than relying on sales totals alone.
• Assess The Impact Of Decisions
  Connect commercial decisions with their effects on customer performance and business outcomes.
• Compare Performance By Customer Context
  Explore performance across customer segments, shopping missions, and stores to understand how results differ.
• Identify Opportunities To Improve
  Use the connection between customer behaviour, category decisions, and commercial outcomes to identify improvement opportunities.
• Put Behavioural Insights Into Action
  Make behavioural insights usable by commercial teams across category, merchandising, pricing, and promotions.
• Align Teams Around Shared Insight
  Give teams and suppliers a common view of customer behaviour to support alignment and informed decisions.

Loyalty & Personalisation

dunnhumby helps retailers turn loyalty programmes and customer data into profitable growth. The offering combines programme strategy and design, behavioural data science and AI, a platform for loyalty, communications and campaign management, and expert execution support. Retailers can create relevant, timely customer interactions across channels, measure performance, and improve loyalty and personalisation over time. It also covers lifecycle communications and omnichannel personalisation, from strategy and predictive triggers to retail recommender models and measurement.

• Design Programmes Around Customers
  Develop customer-led programme mechanics and rewards with financial modelling to support investment decisions.
• Deliver Relevant Experiences Across Channels
  Connect customer understanding across channels to deliver timely, personalised interactions and a more consistent experience.
• Personalize Decisions In Real Time
  Apply predictive science to customer data to inform timely, relevant interactions that can influence behaviour.
• Orchestrate Campaigns Across Channels
  Coordinate campaigns and lifecycle messages across channels, automate workflows, and support timely customer engagement.
• Measure And Improve Performance
  Review results and customer behaviour to identify opportunities and improve programme and personalisation performance.
• Recommend Relevant Products
  Help customers discover products, add items to baskets, and engage with relevant promotions.
• Align Supplier Funding With Customer Needs
  Direct supplier investment towards customer-led offers and loyalty opportunities to support relevance and investment efficiency.
• Align Personalisation With Commercial Goals
  Focus personalisation efforts on customer-led opportunities and assess potential value to support investment decisions.
• Generate First-Party Customer Data
  Build a customer data asset through loyalty activity and use it to support personalisation.
• Improve Programmes With Expert Support
  Access expert assistance or end-to-end programme management to support ongoing improvement.

Agentic commerce

dunnhumby helps retailers and brands compete across external platform-agent discovery and conversational shopping in retailers’ own apps and websites. Its proprietary models ground agent recommendations in customer transaction behaviour, using derived attributes such as missions, need states, and basket-level context. The service helps retailers structure product information for agents, replace scraped content with verified information, measure and optimise visibility, and create contextual, personalised shopping experiences on their own channels.

• Ground Recommendations In Customer Behaviour
  Use customer transactions and derived context to inform recommendations.
• Improve Agent Understanding
  Give platform agents structured product information they can interpret when responding to customer intent.
• Improve Agent Visibility
  Measure and optimise where products appear and how they rank in platform-agent responses.
• Deliver Contextual Shopping Conversations
  Support shopping conversations that reflect customer context, intent, and preferences.
• Provide Verified Product Information
  Provide verified information to agents and reduce the risk of products being represented with unverified content.
• Help Customers Build Better Baskets
  Support product discovery, basket building, and choice refinement through a conversational experience.
• Personalize Every Interaction
  Use loyalty-programme customer understanding to personalise interactions in retailers’ own channels.

Supplier Collaboration

dunnhumby creates structured retailer-supplier collaboration programmes built on shared, retailer-verified customer insights. The service aligns partners around a common view of customers and category performance, supporting consistent planning and decisions across ranging, pricing, and promotions. It also supports loyalty-led collaboration through targeted supplier-funded offers, investment optimisation, collaboration health checks, and integrated commercial planning.

• Unify Retailers And Suppliers Around Customer Insight
  Give both sides a shared, retailer-verified view of customers to support joint planning and decisions.
• Align Decisions With A Consistent Category View
  Help partners work from a common understanding of category performance.
• Inform Commercial Decisions With Shopper Behaviour
  Use customer behaviour and missions to inform supplier decisions across commercial levers.
• Deliver More Relevant Funded Offers
  Use customer-led funded offers to support engagement, loyalty, and spend.
• Unlock Revenue Through Funded Loyalty
  Develop funded loyalty strategies that can create revenue and support stronger supplier relationships.
• Make Joint Planning More Consistent
  Use repeatable, insight-led planning to help partners focus on decisions and next steps.
• Optimize Offers And Supplier Investment
  Coordinate offers, budgets, and investment to support smarter decisions and improved returns.
• Reduce One-Off Requests For Analysis
  Provide independent access to insight to reduce ad hoc requests for analysis.
• Identify Collaboration Gaps And Opportunities
  Review current approaches to reveal opportunities for stronger collaboration and improved returns.
• Connect Media Opportunities To Shared Insight
  Plan media activity using shared customer understanding.

Retail media

dunnhumby helps retailers build successful, scalable retail media businesses by connecting customer insights, omnichannel activation, and closed-loop measurement. The offering combines audience insight and activation, performance measurement, planning, and retail media operations. It supports consistent execution across onsite, offsite, and in-store channels, with shared workflows, KPIs, and reporting. Retailers can access strategic advisory through full-service media operations, as well as a flexible, modular platform to integrate and automate media operations.

• Activate Campaigns Across Channels
  Reach customers across connected onsite, offsite, and in-store touchpoints throughout the shopping journey.
• Prove Media's Sales Impact
  Connect exposure to purchasing behaviour and assess incremental impact for a transparent view of media performance.
• Target High-Intent Shoppers
  Focus media spend on shoppers whose behaviours indicate they are more likely to act, improving relevance and reducing wasted investment.
• Deliver More Relevant Media
  Align messages with shopper needs and behaviour to make media more relevant and less disruptive.
• Coordinate Planning Across Channels
  Reduce fragmentation and make it easier to understand how media channels work together.
• Standardize Media Planning And Reporting
  Create a consistent approach to planning and evaluating media across the retail media estate.
• Build And Scale Media Operations
  Access strategic and operational expertise to establish or expand retail media operations.
• Integrate And Automate Media Operations
  Connect and automate cross-channel media operations through a flexible platform architecture.
• Improve Campaigns While They’re Live
  Use timely insights to adjust investment during a campaign and improve performance.
• Connect Performance Across The Media Estate
  Understand where value is created and how activity contributes across the retail media estate.
• Integrate The Approach With Existing Systems
  Choose a holistic or modular implementation to connect retail media capabilities with existing systems.

Customer, Data & AI Strategy

dunnhumby helps retailers address data issues that undermine decision-making and define which customers and behaviours to prioritise. The service evaluates how data is created, structured, and used, then builds a consistent, governed foundation and shared view of customers and business performance. It helps teams prioritise AI use cases based on value and feasibility, support analytics and personalisation, measure strategic performance, and translate priorities into action across pricing, promotions, media, and customer experience.

Category: Data and Analytics Consulting

• Build A Trusted Data Foundation
  Replace fragmented data, conflicting definitions, and duplicated records with a structured, governed foundation teams can rely on.
• Prioritize High-Value Customers
  Focus time and spend on priority customers and actions that influence value perception and purchase decisions.
• Scale High-Value AI Use Cases
  Select use cases with commercial value and feasibility, supported by the data needed to move beyond isolated pilots.
• Turn Priorities Into Commercial Action
  Help teams act on clear priorities across commercial functions rather than leaving strategy at the level of theory.
• Align Teams Around Trusted Data
  Reduce time spent reconciling information and enable more consistent decisions with a shared view.
• Improve Customer Data Accuracy
  Reduce duplication and inconsistency so teams can use customer information more reliably.
• Measure Strategic Performance Consistently
  Track results and impact using consistent measurement capabilities.
• Enable Reliable Analytics And Personalization
  Address fragmented and inconsistent information that can limit analytics and personalisation initiatives.

Customer Strategy and Insights

Customer Strategy and Insights helps retailers use loyalty data, research panels, and behavioural analysis to identify priority customers and understand what drives their shopping behaviour. It turns insights into clear strategic priorities and actions across pricing, promotions, media, and customer experience. Consistent measurement and benchmarks help teams track performance and assess commercial impact.

• Prioritize The Customers Who Matter
  Give teams clarity on which customer groups should guide business strategy and investment.
• Understand What Drives Customer Behaviour
  Use customer evidence to understand what motivates shoppers and how they make choices.
• Set Clear Priorities For Action
  Turn customer insight into a defined direction teams can apply to day-to-day business decisions.
• Focus Investment On High-Impact Actions
  Concentrate investment on customer groups and actions that influence behaviour, value perception, and spend.
• Align Teams Around Customer Priorities
  Provide a shared strategic direction for more consistent decisions and execution.
• Measure Strategy Performance Consistently
  Assess whether the strategy is working and identify where adjustments are needed.
• Improve Decisions Across Commercial Levers
  Use customer understanding to guide commercial decisions across price, promotions, media, and customer experience.