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20 Le supermarché In 2006, dunnhumby formed a joint venture with Casino, the French supermarket chain following a secret seven- month trial. Since then, dunnhumby has been working hard to increase the size of Casino customers' shopping baskets by carefully cutting prices, listening to what customers want, launching a new premium gourmet range called Casino Délices, making promotions relevant, sending personalised statements and saying thank you to loyal shoppers. Casino has nearly 4m loyalty cardholders who have been segmented into 15 categories of consumer. It shows that only 17% of Casino customers are mainly sensitive to price, while 30% are sensitive to quality, and 53% are averagely sensitive to price. Crucially, dunnhumby is helping to change the way Casino does business. Its staff are now incentivised and rewarded with bonuses based on the increase in numbers of loyal customers. And in 2008, Jean- Charles Naouri, the head of Casino, was named Retailer of the Year by trade magazine LSA. Moreover, Casino's 2008 full year financial results show that a new personalised approach to retail is working. Its consolidated net sales were up 14.9% to ? 28,704m ( around £ 26.6m), and trading profit was up 7.3% to ? 1,283m ( around £ 1.2m) from 2007. A clear illustration that making your offering more relevant to customers is a valid strategy, even in a tough economic climate. In the next chapter, we'll be telling the story behind Casino Délices and many other major retail innovations, which have all been driven by customer insight. Drawing insights from customer data drives personalised, relevant innovation for retailers with great success. any colour you like as long as it's any colour you like

21 the dunnhumby journey