Supplier Collaboration
Retailer and supplier/brand collaboration that delivers measurable category growth
Despite all the data that’s available, retailers and brands continue to make decisions without a common understanding of the customer. Data comes from different sources and metrics often don’t match, preventing insight from being translated into action. And even when both sides want to work together, there’s no common framework to support that intent – so decisions end up drifting back to individual priorities rather than a shared vision.
Because of that:
Category decisions often get made without a full picture of shopper behaviour
Joint planning devolves into discrepancies over data rather than what to do next
Supplier investment ends up misdirected or underutilised
Commercial teams get pulled into constant, ad hoc analysis
dunnhumby creates structured collaboration programmes built on shared, retailer-verified customer insights - but it’s how we turn that into action that matters. We design collaborative ways of working that drive joint growth, aligning retailers and suppliers around a single view of the customer and a more effective approach to planning and decision-making. The result is faster, more focused collaboration that delivers stronger commercial outcomes for both sides.
Turn raw data into a structured, shareable asset
Equip suppliers with actionable behavioural insight on customers and missions
Power data-driven media opportunities with shared insight
Establish a single, retailer-approved view of category performance
Give suppliers independent access to insight, reducing one-off requests
Embed shared insight into consistent, repeatable joint planning processes
Strengthen collaboration with a shared foundation of insight
Replace conflicting reports and information with shared, structured insight – making it easier to plan together for category growth
1-4%
category sales uplift from improved retailer-supplier collaboration
0.1-0.4%
incremental revenue generated through structured insight programmes
~10x
return on investment from structured supplier collaboration programmes
Straight to the top with a data-driven launch campaign
When a new ice cream brand launched in the UK, it partnered with Tesco and dunnhumby media to plan a data-driven, multichannel campaign - built on a precise understanding of its target shoppers, where to reach them, and what activity would genuinely grow the category.
2nd biggest luxury ice brand at Tesco
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.