Dunnhumby Launches Cross-Channel Media Business for Retailers
Dunnhumby this week introduced Dunnhumby Media, a new service offering cross-channel media, data science and partnerships that connects retailers and brands to shoppers throughout the path to purchase.
The platform activates retailer data assets to engage consumers with personalized communications along their entire shopping journey. Powered by Dunnhumby’s customer data science, the media solution helps advertisers grow customer loyalty and enables retailers to monetize their owned media for measurable sales growth.
“Data is fueling the new retail media ecosystem and has become one of the most valuable and critical business assets that helps connect in-store and online customer experiences and behaviors,” said Jérôme Cochet, global managing director, media for Dunnhumby. “With Dunnhumby Media, retailers can leverage their rich data assets and owned media properties. Advertisers gain highly relevant access to consumers based on … data science [and] the customer benefits by receiving compelling offers and personalized communications.”
Nestle recently utilized the platform in the Europe to promote the launch of a new on-pack promotion across Tesco’s owned and paid channels: in-store, mobile, online and out-of-home. Working with Nestle, Tesco and a range of partners, Dunnhumby created an insights-driven, multi-channel media plan that reached 5.8 million shoppers and resulted in an 11% overall increase in sales.
“Retailers have been challenged with eroding profit margins from digital disruption and new market entrants, and tough economic times are likely ahead,” said Cochet. “Retail media presents an untapped opportunity for retailers to connect brands with consumers, create meaningful engagements and grow alternative revenue streams for sustainable, profitable growth.”