Supplier CollaborationLoyalty & Personalisation

Most supplier partnerships are built around budgets.

The best are built around the customer.

The opportunity

Retailers increasingly rely on Loyalty & Personalisation to drive customer growth, but unlocking its full value requires more than retailer investment alone.

Traditional supplier collaboration models, built around siloed planning and budgets, often miss the opportunities that matter most to customers. By aligning supplier investment with customer insights and growth objectives, retailers can create more relevant experiences and stronger commercial outcomes.

Without a clear supplier collaboration strategy:

Loyalty & Personalisation programmes fail to reach their full growth potential.
Retailer-supplier relationships remain transactional rather than strategic.
Customer experience becomes less relevant and effective.
Valuable supplier-funded growth opportunities are missed.
Promotional investment is less targeted and less efficient.

How we help

Turn supplier investment into customer-led growth.

We help retailers build lasting supplier partnerships rooted in customer insight and shared growth goals.

By combining customer-first thinking, loyalty data and personalisation expertise, we identify where supplier investment can have the greatest impact and help align funding to those opportunities.

The result is a win-win-win model that delivers:

Strategic supplier partnerships built around measurable growth.
More relevant customer experiences that increase engagement, loyalty, and spend.
Smarter investment decisions that improve ROI.
New supplier-funded revenue streams that help transform loyalty into a growth driver.

Build a more collaborative supplier strategy

Supplier funded personalised offers

Turn loyalty into a growth driver with targeted, brand-funded offers that create more relevant customer experiences.

Offer pool and investment optimisation

Design, track and optimise the right mix of offers, budgets, and supplier investment for every personalised offers campaign at scale.

Supplier collaboration health check

Assess your current loyalty and personalisation approach to identify gaps, opportunities, and quick wins to unlock stronger supplier collaboration, increased funding, and improved ROI.

Supplier funded loyalty strategies

Design a customer-first, supplier-funded strategy that unlocks new revenue, improves programme profitability, and strengthens supplier partnerships.

Integrated commercial & promotion planning

Align loyalty, personalisation, promotions and supplier investment around a single customer-led growth plan, improving efficiency, consistency and impact.

Our impact

80%

dunnhumby clients’ programmes include supplier funding

~70%

of personalised offers are funded by suppliers for the average dunnhumby retailer

20–25%

average conversion rate delivered by personalised promotions.

average sales uplift delivered by personalised promotions vs generic promotions.

Thought leadership

12 August ‘26

Why promotions are the starting point for customer-first trade fund optimisation

Explore how Promotion Mix Optimisation provides a practical starting point for customer-first trade fund optimisation, from promotions to loyalty and personalisation.

23 July ‘26

Winning in agentic commerce is about describing products better than your competitors

Discover why detailed, accurate product descriptions are essential for winning in agentic commerce and how better product content helps brands outperform competitors.

12 June ‘26

Agentic commerce: why you now need to earn loyalty twice

Agentic commerce is here. Retailers must now earn loyalty twice – from customers and the AI agents shaping their decisions - read the full article.