John Lewis Partnership and customer data specialist Dunnhumby have launched a new insights platform designed to provide real-time insights to partner brands as well as to the retailer.
The platform will help the partnership, which owns grocer Waitrose as well as John Lewis department stores, and brands better understand shopper loyalty and repeat purchase behaviour, allowing ”more responsive strategic decisions”. It will also help inform the brand’s retail media plans.
The launch of the improved platform follows a pilot scheme which the partnership said is already delivering a “more tailored and rewarding shopping experience” and increasing brands’ sales.
The platform allows brands to access 27 predefined insights reports answering questions such as ‘who buys my brand and category?’ or ‘how are customers switching brands over time?’
More than 50 grocery, home and fashion brands – including beauty specialist Coty, consumer goods group Kimberly-Clark, drinks business Red Bull and KP snacks – have used the platform since its launch.
The partnership said the platform complements retail media initiatives underway as insights gained through Dunnhumby are used to better understand growth opportunities for brands and suggest a relevant retail media strategy.
John Lewis Partnership head of retail media and insights Tom Langley said: “Our work with Dunnhumby has supercharged the insights we can offer to our partner brands. As a result, we’re improving the customer experience, and making sure people see offers that are relevant and interesting to them. We’ve had brilliant feedback from brands so far, who are already seeing tangible results, and we’re excited to roll it out further.”
Dunnhumby client director for John Lewis Partnership Rachel Eccles said: “We are very excited about this partnership. It allows us to harness rich insights from customer data and enables John Lewis, Waitrose and their brand partners to deliver a best-in-class shopping experience for customers.”
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