Tesco

Tesco is one of the world's leading international retailers. In 1993, they started to investigate the benefit of a customer loyalty card.

This meant having to analyse the shopping patterns of millions of customer transactions, across tens of thousands of product ranges.

Tesco needed to translate the insight gleaned from terabytes of information into actionable marketing and retailing programmes.

We were asked to help with the launch of the Clubcard scheme in 1995. Our focus on the customer and behavioural insight played a key role in enabling Tesco to become one of the world's most successful retailers.

At the heart of our company know-how is the ability to read into customer lifestyles by looking at shopping habits. We build a profile of every customer and target groups with offers designed to appeal to their lifestyle and preferences.

We also work with many of Tesco’s top consumer packaged goods suppliers, creating a more collaborative partnership by placing the customer at the centre of the decision-making process.

Cadbury

Cadbury’s, the UK’s leading confectionery brand, were launching a chewing gum brand new to the UK, Trident, into a category where their competitor, Wrigley’s, has 97% market share.

Their dilemma was how to compete with Wrigley’s and launch the new brand effectively whilst maximising the return on investment of their marketing spend.

dRM owns the Tesco retail media estate, so can deliver a retail media campaign. Cadbury wanted dunnhumby to guide them through the range of retail media options available and design a plan that delivered trial, repeat, sales uplift and great creative in-store.

One of the strongest features of retail media is its laser sharp targeting. Using insights gleaned from the Tesco Clubcard database (which covers 50% of UK households), we were able to identify 500,000 hot prospects for Trident and mail them with an exclusive branded offer in the Tesco Clubcard Statement. We also used petrol pump nozzle media and Tesco Screens to bring the campaign to life right at the point of consideration and purchase.

dunnhumby isolated control groups of shoppers to perform a detailed evaluation of each part of the campaign using Tesco Clubcard data. This detailed analysis showed that the campaign delivered outstanding results: a 47% increase in trial and a 39% increase in repeat purchase.

The sales figures were even more impressive. The best-performing media drove a 93% increase in sales, with the uplift effect continuing through a 12 week post period. In fact even though the effect is continuing, the campaign has already paid for itself in extra brand sales just in Tesco.

Our access to customer insight from Clubcard, and the strength of our media planning and targeting were crucial to the successful launch of Trident.