Customer Strategy and Insights
Know which customers matter most – and act on that insight
Creating a genuinely customer-led strategy can be challenging. Decisions continue to be made based on gut feel alone, siloed teams and weak data foundations making it hard to understand which customer groups are genuinely strategic or what drives their behaviour. Without that clarity, a retailer’s strategy can quickly become unfocused – and difficult to apply across day-to-day business decisions.
As a result, retailers can find that:
Investments into price, promotions, and loyalty are directed in the wrong areas
Customer groups that should be shaping the strategy are overlooked or deprioritised
Decisions vary by function, leading to inconsistent execution across the business
They struggle to prove whether their strategy is working or not
Combining loyalty data, research panels, and behavioural analysis, dunnhumby helps retailers get to the heart of their priority customers and what drives them to shop as they do. That insight informs clear priorities and actions that can be applied across the business, with ongoing measurement used to track the performance of that strategy and its ultimate impact on commercial performance.
Align every function around a clear strategic direction
Understand what customers value, how the behave, and the choices they make
Focus time and budget on the actions that genuinely influence behaviour
Build confidence with consistent measurement of strategic performance
Improve decisions across price, promotions, media, and customer experience
Clearer priorities for customers, decisions, and investment
A defined customer strategy helps retailers focus their efforts, invest behind the right customers, and gives teams a consistent way to measure performance
Thought leadership
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Get in touch and discover how we can help you succeed by putting your customers first.