A dunnhumby, líder global em ciência de dados do consumidor, foi nomeada como um grande e renomado player no relatório divulgado pela Forrester “Now Tech: Retail Media Solutions”, referente ao segundo trimestre de 2021.
A solução de mídia de varejo da dunnhumby foi incluída tanto no suporte às marcas (buy-side) quanto no apoio aos segmentos de funcionalidade dos varejistas (sell-side). Dentre os 12 players de renome que foram citados no relatório, apenas cinco – incluindo a dunnhumby – fornecem soluções para duas das três verticais avaliadas pela pesquisa.
O relatório da Forrester analisa 28 provedores de soluções de mídia para o varejo, entre segmentos de mercado de grande, médio e pequeno porte. Estes provedores foram avaliados com base na sua presença no mercado e funcionalidade. Os grandes players de renome foram definidos, entre outros critérios, por terem mais de US$ 99 milhões em receita anual no gerenciamento de categorias.
Neste relatório, a Forrester define as soluções de mídia para o varejo como “ofertas de tecnologia ou serviços que ajudam os varejistas a construir uma rede social para monetizar seus sites de comércio eletrônico e dados próprios e/ou ajudar as marcas a comprar mídia de redes sociais de varejo e alavancar dados primários”. Para os autores, a pesquisa deve ser usada pelos profissionais que trabalham com público B2C para entenderem o valor que podem esperar de um provedor deste segmento, assim como para selecioná-los com base no tamanho e funcionalidade.
“O varejo alimentício está mudando depressa. Do comportamento do cliente às expectativas e agora à rápida adoção do comércio eletrônico, os varejistas precisam ser ágeis e conscientes de que entre todas as mudanças também há oportunidades”, disse Julie Jeancolas, chefe global de Soluções de Mídia e Engajamento do Cliente para dunnhumby.
Além disso, para a executiva da empresa, outro ponto de destaque para Julie está na mudança na forma de coleta de informações nos últimos anos “Nossos clientes do varejo alimentício puderam colocar seus dados coletados em prática e geraram uma média de aumento de 1-2 vezes nas vendas, o que representa uma crescente de 110% em relação ao número de produtos vendidos e de 40% nos valores. Tudo isso graças à implementação de nossas soluções de Retail Media nas lojas físicas, no online e nos canais de fidelidade one to one”, completa.
De acordo com outro relatório da dunnhumby, “The Future of Retail Revenues Must be Data Led”, 85% dos varejistas do ramo alimentício no mundo todo ainda precisam de mais recursos, tecnologias, pessoas e processos que os possibilitem usar seus insights para monetizar os dados e conduzir a experiência do cliente no mercado mundial de varejo de alimentos de US $ 5,9 trilhões. Também foi constatado que 96% dos itens da lista de compras de mercado que oferecem oportunidades de mídia para fornecedores de CPG em seus aplicativos viram um aumento na receita nos 12 meses anteriores, sendo que 40% destes chegaram a mais de 10%.
A ciência de dados do cliente da dunnhumby capacita as soluções de mídia de varejo da empresa e usa dados de fidelidade e transações do varejista para melhorar a qualidade das experiências do cliente, ao mesmo tempo que maximiza a eficácia da mídia de varejo. As soluções de mídia de varejo da dunnhumby criam públicos de alta intenção ao fazer uso da ciência de dados preditiva. Por meio das mídias de varejo, a dunnhumby ajuda as marcas a compreenderem o impacto total de sua atividade de marketing nas vendas online e offline.
Sobre a dunnhumby
A dunnhumby é líder global em ciência de dados do consumidor, capacitando empresas de todos os lugares a competir e prosperar na moderna economia orientada por dados. Nós sempre colocamos o cliente em primeiro lugar. A Plataforma de Ciência de Dados do Cliente dunnhumby é nossa combinação singular de tecnologia, software e consultoria, permitindo que empresas aumentem suas receitas e lucros ao oferecer experiências excepcionais para seus clientes – nas lojas, offline e on-line. A dunnhumby emprega mais de 2.500 especialistas em escritórios na Europa, Ásia, África e Américas, trabalhando para marcas icônicas e transformadoras, como Tesco, Coca-Cola, Meijer, Procter & Gamble e L’Oréal.
For press-related inquiries, or to just learn more about dunnhumby, please contact [email protected].
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