Retailer collaboration
Make your recommendations land with retailer-trusted shopper insights
Brands invest time and effort into joint planning with retailers, but they rarely have access to the same view of the customer. Data is fragmented, processes are inconsistent, and insight is often built on assumptions rather than real customer behaviours. That makes it difficult to prove the value of recommendations or influence decisions in a meaningful way – a growing problem as AI and automation continue to reshape the decision-making process.
Without a solution, brands can find that:
Their recommendations lack the evidence needed to influence retailer decisions
Teams spend too much time reconciling data – slowing decisions and limiting agility
Opportunities across assortment, innovation, and promotions go unrealised
Planning is reactive rather than strategic
dunnhumby gives brands direct access to the same customer data and insights that retailers rely on, equipping them with a consistent view of behaviours, missions, and category drivers. That enables brands to build recommendations based on the reality of how customers shop – and present them in a credible, evidenced way.
Tap into the same data on behaviours, missions, and performance that retailers do
Identify the drivers of growth across categories, promotions, and innovation
Structure your insights using category frameworks already in use by retailers
Create recommendations using shared metrics and definitions
Replace assumption with evidence
Change the way you collaborate with retailers, bringing trusted, evidence-backed recommendations to joint planning conversations.
2-10%
category growth from customer-led assortment
+25%
category sales
Straight to the top with a data-driven launch campaign
When a new ice cream brand launched in the UK, it worked with dunnhumby to plan a data-driven, multichannel campaign – one built on a precise understanding of who its target shoppers were, where to reach them, and what activity would genuinely grow the category.
17% of total sales generated through launch
66% of customers were new or lapsed from the category
3rd largest UK ice cream brand within 12 months
Thought leadership
Contact us
Get in touch and discover how we can help you succeed by putting your customers first.