Data Analysis Guides Kroger's Marketing, Merchandising

Kroger Co. here, the largest traditional supermarket chain in the United States, knows its customers perhaps as well as the mom-and-pop operators who can greet their shoppers by name. The company owes this knowledge to its partnership with British customer insight specialist Dunnhumby, which is now owned by U.K.-based supermarket giant Tesco. Dunnhumby played a significant part in helping

CINCINNATI — Kroger Co. here, the largest traditional supermarket chain in the United States, knows its customers — perhaps as well as the mom-and-pop operators who can greet their shoppers by name.

The company owes this knowledge to its partnership with British customer insight specialist Dunnhumby, which is now owned by U.K.-based supermarket giant Tesco.

Dunnhumby played a significant part in helping Tesco overtake Sainsbury's as the U.K.'s leading supermarket, and s

Register to view the full article

test - Advanced Registered User

Already a member? .