dunnhumby unveils AI-powered Assortment solution for localised ranging

  • Cutting-edge dunnhumby Assortment tool uses advanced AI to create bespoke, customer-centric product ranges and space-aware planograms
  • Tesco using dunnhumby's advanced AI tools to improve customer shopping experiences through smarter product selection

 London, 1 July 2024 | dunnhumby, the global leader in customer data science, today launches its next-generation assortment solution, harnessing cutting-edge AI to revolutionise how retailers curate product ranges.

New features unveiled in dunnhumby Assortment include:

  • Localised ranges: Retailers can now deliver hyper-localised assortments tailored to the unique preferences of their customer base, enabling a truly localised shopping experience.
  • Space-aware ranges and planograms: A new integrated planogram tool optimises layout and facings, giving shelf-ready layouts based on customer behaviour insights. The tool automatically accounts for merchandising rules, physical constraints and local health and safety restrictions, ensuring retailers can implement planograms with confidence knowing they'll work seamlessly on the shelf.
  • A streamlined, end-to-end process: The end-to-end solution increases efficiency by enabling collaborative input from multiple teams throughout the ranging process, saving valuable time and resources.

"In today’s dynamic retail landscape, keeping up with customer expectations while outpacing local competition is crucial,” says Jenn Dabbelt, Global Head of Product, dunnhumby. “Our new Assortment tool, powered by advanced AI, allows retailers to build store-specific ranges centered on what the customer wants. This supercharges retailers’ ability to deliver by streamlining the entire process from end to end, helping them bring to life exceptional experiences for customers."


Advanced AI powering the future of assortment

The new tool uses cutting-edge AI, using predictive analytics to quantify which products should be ranged in which stores, before forecasting the impact of ranging changes across every location.

  • Hyper-localisation AI: Certain products perform better in some stores than others - protein shakes sell well in stores near gyms, for example. Advances in dunnhumby’s AI means that retailers can now determine these products in more intelligent ways. By looking at the relationships between products and stores, advanced recommender systems can detect relationships and highlight opportunities with a much lower risk of error. Ultimately, that leads to better decision-making – and a better experience for customers.
  • Planogram AI: By learning from existing planograms and customer behaviour, retailers can use AI to choose ranges that optimise sales potential through space on the shelf. Not only does that save planners’ time, but it also ensures that layouts are as intuitive as possible for customers.
  • Predictive AI: Accurate predictions are crucial to building a successful range. Predictive models show what will happen to customer demand when products are introduced to – or removed from – a range. For example, removing a certain pack size or flavour of biscuit won't necessarily reduce category revenue by its full sales value. dunnhumby’s AI lets retailers understand how much of those sales would transfer to a similar remaining product in the range, creating a more accurate forecast.

Julie Sharrocks, Head of Retail AI, dunnhumby: "Retailers need to be able to understand customer needs – and which products are most likely to satisfy them – quickly and at scale. With decades of refinement behind them, the AI tools and techniques that we’ve built in dunnhumby Assortment now allow retailers to do exactly that."


AI-driven ranging at Tesco

Partnering with dunnhumby, Tesco is using Assortment's AI capabilities for range curation. This data-driven approach will enable Tesco to provide locally relevant ranges, improving the shopping experience, and ensuring customers are able to find the right products in the right stores.

For more information about dunnhumby Assortment visit:



About dunnhumby

dunnhumby is the global leader in Customer Data Science, empowering businesses everywhere to compete and thrive in the modern data-driven economy. We always put the Customer First.

Our mission: to enable businesses to grow and reimagine themselves by becoming advocates and champions for their Customers. With deep heritage and expertise in retail – one of the world’s most competitive markets, with a deluge of multi-dimensional data – dunnhumby today enables businesses all over the world, across industries, to be Customer First.

The dunnhumby Customer Data Science Platform is our unique mix of technology, AI, software and consulting, enabling businesses to increase revenue and profits by delivering exceptional experiences for their Customers – in-store, offline and online. dunnhumby employs over 2,500 experts in offices throughout Europe, Asia, Africa, and the Americas working for transformative, iconic brands such as Tesco, Coca-Cola, Meijer, Procter & Gamble and Raley’s.

PR enquiries: Gavin Greene