Presentations

Experts from Tesco and dunnhumby shared their ideas on 'Helping brands win with Tesco shoppers' with over 160 representatives from major UK and worldwide brands. Duncan Targett, head of UK Manufacturing Practice welcomed over 160 clients and 90 dunnhumbians to Twickenham, the home of English rugby.

Watch the dunnhumby dialogue highlights video

Feedback from dunnhumby dialogue UK 2011

dunnhumby dialogue took place on 30 June 2011. Experts from Tesco and dunnhumby shared their ideas on 'Helping brands win with Tesco shoppers' with representatives from major UK and worldwide brands. Duncan Targett, head of UK Manufacturing Practice welcomed over 160 clients and 90 dunnhumbians to Twickenham, the home of English rugby.

Following the event we sent a survey link to all attendees and collected feedback from around the dunnhumby business. Here is what you told us.

There was very positive feedback for the speeches from Richard Brasher and Clive Woodward, scoring 95 and 94 out of a hundred respectively. Max Jolly and Dave Balter (BzzAgent) also proved popular speakers with their views on innovation and the digital future, scoring 88 out of 100. Every presentation scored over 70 out of 100.

Below is a 'word cloud', created using a tool called Wordle. It interprets a word document (in this case the feedback survey), analyses which words are the most frequently stated and then translates those words into different size fonts depending on their frequency. The larger the font, the most amount of recurring positive feedback for that specific word and vice versa.

Word cloud from the feedback survey

The lowest scores were for the solutions stand in the break out area – 59 out of 100 and the questions and answers session, 66 out of 100. Feedback from clients reflected the appetite for workshops and more case studies. Next year we will look at break-out sessions on specific challenges to enable more meaningful dialogue.

In terms of logistics, the venue scored highly – 89 out of 100 although the location of the venue was less popular scoring 77 out of 100. The scores for the quality of the food was above average with a score of 72 out of 100 but the feedback revealed that bowl food concept at lunch was unpopular and service was disorganised – we will pass this back to Twickenham.

Overall the feedback has been positive with lots of useful learning points and suggestions for improvement next year. Here are some of the comments we received.

"Brilliant event"

"I thought the whole event was very well planned - it was both interesting and enjoyable. All of the dunnhumby team I met were very helpful and accommodating. Looking forward to the next one!"

"Thank you very much for having us at yesterday's dunnhumby dialogue. We were very impressed with how the event was run, the quality of the guest speakers and the inspirational theme topics that were covered during the day."

"By comparison with last year's dialogue this was a truly excellent event - new news, delivered in an interesting and engaging way. My congratulations to the whole team that worked on this - great job! A real 100% improvement on 2010."

Experts from Tesco and dunnhumby shared their ideas on 'Helping brands win with Tesco shoppers' with over 160 representatives from major UK and worldwide brands. Duncan Targett, head of UK Manufacturing Practice welcomed over 160 clients and 90 dunnhumbians to Twickenham, the home of English rugby.

Download the dunnhumby dialogue presentations

• What is the Tesco shopper thinking feeling and doing today
  Dave Clements
• Winning with customers together
  Mark Hinds and Duncan Targett
• Winning with loyal Tesco customers
  Mark Wilmot and Janet Smith
• Winning with promotions
  John Scouler and Dion Roberts
• Winning with the customer as the channel
  Dave Balter
• Winning with the multi channel shopper
  Max Jolly
• Tesco Shopping Experience 2020 animation

Please note that Richard Brasher spoke without slides so there is no download for him.

User feedback to be released next week

Thanks to all those who have posted their feedback, we will provide a summary of this next week along with a short highlights film and footage of Richard Brasher's speech. In the meantime please have a look at the summary below as well as the presentation and Tesco animation, enjoy!

Summary

Dave Clements, Tesco dunnhumby director, kicked things off with a look at what the Tesco shopper is thinking, feeling and doing today in an economically uncertain Britain. With household bills, transport and food and drink the top three drivers of financial pressure, customers are shopping around more than ever and no longer expect to pay full price for anything. Vouchers and coupons - especially the likes of lifestyle offers such as those from Groupon - are becoming more prevalent, while shoppers are spreading their spend across the Tesco formats. Loyalty is at its lowest ebb for some time and brands are suffering. However, Clubcard still plays an important role for customers.

Richard Brasher, CEO of Tesco UK, gave a frank assessment of Tesco's current position. Stressing the importance of listening as tool to improve, he talked about how even in difficult times there are opportunities. The launch of new ranges such as Finest or smaller store formats like Metro were derided in some parts but even if they weren't instant successes, fortune favours the brave - and those who listen, adapt and make it work. With 85% of brands sold on deal, Richard echoed Dave's analysis, that loyalty is almost non-existent. While acknowledging that Tesco isn't differentiated enough, it is changing and the message was to continue to put the customer at the heart of every decision and to be optimistic, despite the current downturn.

Global Head of Digital Max Jolly talked about winning with the multi-channel shopper and how with technologies such as smart phones "the store can now come to us." The opportunities are huge online - while the average spend in-store is around £30, online it is £100. Not only that but things such as deals, alternative products and meal ideas can all be presented while the online shopper does their weekly shop. At the moment, some of these are only available online, although the animation which followed offered a fascinating insight into a potential future for Tesco.

Dave Balter, CEO of the recently acquired social media company BzzAgent was next to the stage. He positioned the role of the company in winning with the customer as the channel. He has identified four methods in helping this happen; by generating status, offering incredible value, making products or services scarce and by providing exclusivity. By trusting that word of mouth through social media is at least as effective as traditional marketing methods, BzzAgent is building the business around advocacy.

Mark Wilmot, dunnhumby's Global Head of Comms & Media and Janet Smith, Director of Clubcard for Tesco, talked about winning with loyal Tesco customers. They addressed the concerns raised by Dave Clements on the subject of growth in the market coming almost entirely from discounted products. Janet stressed that Clubcard remains a best-in-class customer-focused loyalty scheme and is the main reason people like Tesco. Using dunnhumby global experience, Janet outlined the way in which Clubcard would change to better reward existing customers and to drive increased ROI.

Dion Roberts, dunnhumby's Commercial Director for Tesco, and John Scouler of Tesco identified that there are three key objectives in the area of promotions: better feature space promotions, fewer in-fixture promotions and affluence overlays. Only by 'reviewing', 'planning' and 'doing' can decisions be made on which promotions to run, where and how to differentiate promotions by customer type. Dion descibed how dunnhumby's Promotions Workbench tool can help to achieve this.

Managing Director of Tesco markets Mark Hinds and host Duncan Targett focused on the need for manufacturers and Tesco to work together by putting the customer first. Winning with customers is achieved by forming enduring partnerships and delivering brilliant work. They espoused the notion that brilliant work is based on customer insight, allows learning to be captured and shared and involves a strategic engagement model for manufacturers and retailers.

To demonstrate one such partnership, we were joined by Ashley Hicks, Impulse Category Director at Tesco and Graeme Karavis, Business Unit Head at Coca-Cola. Reinforcing the theme of the day, their belief is that "to win across categories the cutomer must come first". While admitting that different agendas can cause friction, using a JAG (jointly agreeed growth) model enables success through collaboration. By talking regularly and using dunnhumby insight, the customer is always at the heart of the process.

dunnhumby dialogue UK 2011 wrapped up with a Q&A with a panel of speakers from the day. This included, and to a certin extent was dominated by, questions for Sir Clive Woodward who had earlier given a fascinating and entertaining talk on how to create a champion team. He described the methods he used as the coach of England's World Cup winning rugby squad and how they could be applied to business, an area which Clive himself worked in for 18 years.

The panel (L-R): Mark Hinds, Janet Smith, John Scouler, Dave Balter, Sir Clive Woodward

Feedback

Early feedback from attendees has been largely positive with highlights including Sir Clive Woodward, Richard Brasher, Max Jolly and Dave Balter. Mark Hinds referred to the event as "immense" and "a fantastic opportunity to be obsessive about Tesco".

Meanwhile, Dave Clements described it as "A great thought provoking day on the Tesco shopper. It was great to hear so many discussions of real opportunities for us to step change the customer offer on Clubcard, promotions, and new shopping channels. The best session by far was hearing how Coke and Tesco had changed from not talking to each other (!) to growing the brand and the categories using dunnhumby and the customer data."

View all the photos from the conference