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Shopper Insight Requires Retail Commitment: Dunnhumby

NEW YORK — Customer insight is only as good as a retailer’s commitment to look at itself in a new way, Marc Fischli, chief operating officer of Dunnhumby Canada, told attendees at the Citibank Food & Drug Retail Conference here Tuesday.

Jon Springer, Executive Editor

May 25, 2010

1 Min Read
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JON SPRINGER

NEW YORK — Customer insight is only as good as a retailer’s commitment to look at itself in a new way, Marc Fischli, chief operating officer of Dunnhumby Canada, told attendees at the Citibank Food & Drug Retail Conference here Tuesday.

Dunnhumby, known for its success in developing customer-focused strategies at Tesco and Kroger Co., recently began partnering with Montreal-based food retailer Metro Inc.

Fischli explained how Dunnhumby uses shopper loyalty data to create “DNA profiles” of individual shoppers, then segment them by what they buy and their motivations. This platform enables the retailer to make a relevant offer to the right shopper, adjust pricing accordingly, and respond to local tastes with optimized merchandising displays and more relevant ad fliers.

“This only works when the retailer is serious about becoming a customer-centric organization,” Fischli said.

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About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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