Supplier Engagement

Customer EngagementCategory Optimisation

Supplier Engagement

Collaborate with suppliers and benefit from customer data & insight to maximise sales and profit


What is it

A combination of award-winning insight and media consultancy tools and software products used by buying and merchandising teams to enable richer supplier contribution towards category optimisation and customer engagement. This collaborative approach delivers both incremental supplier revenue and +2 to +10% in like-for-like annualised sales growth per category.

Increase customer
Improve assortment
& category
Create effective
comms & offers
Collaborate to
drive supplier

What questions can it help you answer

How can I deliver the best for the customer by collaborating with my suppliers? How do I ensure we meet customer's expectations?
How can I best manage supplier negotiation & collaboration? How do I leverage supplier resources and expertise to improve category performance?
How can I get a bigger share of mind, resource and budget from suppliers vs my competitors? How can I align key suppliers to my strategic objectives?

Key elements

Supplier Engagement consists of three modules that support insight commercialisation with suppliers and three modules that support media commercialisation with suppliers. These can all be aligned to your existing category management and customer-engagement efforts.


Insight CommercialisationMedia Commercialisation
Supplier range engagementSupplier core owned media engagement
Supplier end to end collaborationSupplier end to end media plan
CPG consulting on key selling itemsCPG digital media

What results can you expect

Check some of the most inspiring achievements and testimonials by dunnhumby clients.


1,150+ stores and 1.5m members. Has partnered with dunnhumby for seven years.

+4-10% uplift in LFL sales for key categories with dunnhumby-facilitated supplier involvement

Africa’s largest retailer with 1000+ stores and 27m customers. Has partnered with dunnhumby for over three years.

126% increase in the Advantage Group industry benchmark results (from 5th to 2nd in the survey) in addition to +1.5% margin and revenue growth
"Shoprite's approach has changed; we share data & we get a lot of research. They want to develop categories and position themselves for future collaboration."
 CPG supplier quoted in the report