Loyalty & Personalisation
From loyalty programme to growth engine: dunnhumby helps retailers turn customer data into profitable growth
The top retailers today know exactly what their customers need. The insight already exists in your data, the opportunity is in how you use it.
Customers expect to be understood as individuals: relevant offers, timely communication, experiences that reflect how they actually shop. When that expectation is not met, they disengage. When competitors do it better, they switch.
The retailers pulling ahead have made loyalty foundational to their operating model. Not a CRM programme measured by redemption, but a core capability powered by first-party data. Pricing, promotions, category strategy, and retail media all get sharper when built on behavioural understanding. That starts with loyalty - an approach dunnhumby has pioneered for 35 years.
2–4% Sales Uplift
Delivered through data-led personalisation
+40% Revenue
From incremental sales growth through highly personalised CRM campaigns
>40% profit increase
From fully optimised loyalty and personalisation strategies
Smarter experiences. Stronger growth.
Drive revenue and lifetime value by turning disconnected physical and online propositions into seamless omnichannel experiences
Increase engagement and conversion through orchestrated, customer-centric journeys across channels
Maximise revenue from every interaction with real-time, AI-powered personalisation and move beyond mass and segmented campaigns
Improve decision-making and performance with real-time dashboards and unified customer insight
Scale efficiently and reduce costs by automating campaign workflows, freeing teams from manual execution
Strategy, science, platform, and expert support - working together
Our solutions
Our solutions
Customer Loyalty
We design and run loyalty programmes that change behaviour, generate first-party data, and deliver measurable commercial impact
Customer Journey Communications
We design AI-powered lifecycle communications that reach customers at the right moment with the right message, at scale
Omnichannel Personalisation
We unify customer data and AI to deliver consistent, relevant personalisation across every channel customers shop
Agentic Commerce
We help retailers stay visible to AI agents and deliver conversational shopping experiences on their own channels
Meet our Loyalty & Personalisation expert
Ben Snowman, Head of Loyalty & Personalisation
“Retailers that outperform are using loyalty as a strategic lever, not a promotional afterthought. They understand that loyalty doesn’t exist to drive exclusivity – rather, it exists to shape shopper preference. As such, the goal is to increase the likelihood that this retailer is chosen for this mission at this moment – and repeat.”
Protecting millions in value with personalised loyalty
When one North American retailer faced a $37M decline in customer spend, dunnhumby designed a personalised lifecycle strategy that rewarded, onboarded, and won back customers, while simultaneously growing spend.
$1.5 million sales uplift in the first year after launch
+$31 average spend for new customers
45% repurchase rate of complementary items
Analyst recognition
Recognised by Forrester as a Notable Provider in The Loyalty Services Landscape, Q2 2026
Thought leadership
Contact us
Get in touch and discover how we can help you succeed by putting your customers first.