dunnhumby has a number of publications and whitepapers to help organisations better understand their customers and relevance marketing
select the books below for a synopsis and options to order
dunnhumby on...loyalty is the first of dunnhumby’s series of White Papers. It outlines the approach that we think companies should be taking towards their relationship to customers and what issues they should think aboutdownload
Loyalty is a much abused word in marketing. That might be a strange thing for me to say, considering dunnhumby was behind the successful Tesco Clubcard and Kroger Loyal Customer Mailing programmes. But it’s true - while a lot of companies strive to achieve that much-vaunted goal of customer loyalty, the vast majority of brands do not engender true loyalty amongst their customers.
Yes - there are exceptions, such as football clubs and their ardent supporters, lifestyle brands like Harley Davidson where customers will sport a tattoo of the brand logo and the brand can define an entire lifestyle, and aspirational brands such as Apple who inspire a committed fan base with their cutting edge innovation.
So perhaps the first question you should ask is do your customers show their loyalty to your brand, in the truest sense of the word, and brand themselves? Do they have a tattoo of your logo on their bodies as a badge of their fidelity?
If the answer is Yes, stop reading now, you are way ahead in the loyalty game and I am unsure I have any words of advice for you. For the vast number of brands where the answer is no, dunnhumby... on loyalty helps you put your understanding of loyalty under the microscope.
dunnhumby on...relevant communications is the second in dunnhumby’s series of White Papers. It outlines the approach that we think companies should be taking to creating great communications create value for them and for customers.download
The question we and the companies we work with continually face is: how do we build their preference for our brand? How do we make sure that when they are at that point of decision they choose our brand?
We believe that it begins with offering relevance to customers - by giving them products and services that meet their wants, needs and expectations. It requires a commitment to engaging the customer on the basis of what is best for the customer - not what is best for the brand.
This paper covers one of the key ways to engage customers effectively - relevant communications. It is rooted in our experience of touching the lives of more than 350 million customers globally with a relevant offer, working with some of the world’s biggest brands. It presents a vision where you put the customer first in the communication process, so that your brand will become their first choice.
Communications as a principle is neither good or bad - it is how you use and create them that determines their success. In dunnhumby on… relevant communications, we show you how relevant communications can deliver for the customer, and therefore for your brand.
Any colour you like as long as it’s any colour you like heralds the dawn of a new age of marketing. The book focuses on the role customer insight will play in shaping the future of marketing and brand-customer relationships, and even the end of irrelevant junk mail.download
The book’s release follows dunnhumby’s 20th anniversary year and the new partnership in Canada with Metro. In the book, dunnhumby’s head of strategy and futures Martin Hayward reveals how customer data is changing the competitive business environment, and highlights the potential commercial benefits of insight such as a driver of innovation and the solution to irrelevant marketing communications like junk mail.
The book also looks at effective customer marketing strategies at work in the global market place. Leading brand examples from household name brands such as Kroger, Macy’s, Tesco, Casino and Home Depot demonstrate how effective use of customer data and loyalty programmes are generating stronger bonds between consumers and organisations around the world.
Over the course of nine chapters, Any colour you like as long as it’s any colour you like takes the reader on a journey through a world before customer data through to the dawn of a new future for customer marketing empowered by detailed customer insight. The book is designed to counter the stigma that faces customer insight, erroneously exacerbated by high profile data losses and the resulting media and consumer backlash.
Scoring Points is the dramatic, previously untold story of how Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco’s spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the invaluable lessons learnt.buy copy
Launched in 1995, Tesco Clubcard is the world’s most successful retail loyalty scheme. Since then, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom’s number one retailer, but also the world’s most successful Internet supermarket, one of Europe’s fastest growing financial service companies and arguably one of the world’s most successful exponents of Customer Relationship Management (CRM).
Scoring Points is the dramatic, previously untold story of how Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco’s spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the invaluable lessons learnt.