How customer data science and insights led to a projected >1.8% sales uplift across the category.
promotional uplift using a clear, data and customer-centric plan
Samworth Brothers is a premium quality chilled and ambient food manufacturer, both own-label and brand, founded in 1896 and headquartered in the UK.
Samworth Brothers saw a big opportunity in using Customer data science and insights to optimise promotions for the ‘Pies and Savouries’ category and provide Tesco with a customer-led rulebook to drive future promotional planning.
Samworth Brothers’ drive to improve category performance, combined with dunnhumby’s customer data science and insights led to the identification of significant opportunities for Tesco to drive promotional uplift across the category. An extraordinary example of supplier-retailer collaboration.
Download the full case study and discover how Samworth Brothers:
- Obtained category insights from a range of measures including customer importance, price elasticity and uplift on feature space
- Used customer data science to identify key lines with high uplift potential while on deal
- Delivered a rulebook that Tesco could rely on to support longer term category promotions planning