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23 the power of personalisation " What creates loyalty is how much we understand your life and what we do about it that helps your life. If you wanted to, you could just use the data to make customers do what you want them to do, you're just using it as a tool to sell more things to them. You could approach it that way. We never wanted to do that. Our competitors had all the details of what their customers bought too, but if you don't have the vision as a retailer that you are doing this to understand customers better, and deepen that relationship, you're always going to wonder why you're making the effort." Sir Terry Leahy, Chief Executive, Tesco

24 In today's world of globalisation, efficiency and standardisation, it's difficult to imagine how a giant retailer might be able to begin to offer the kind of personalised customer service that we get from our local corner shop. Yet this is one of the most significant benefits for customers who belong to the loyalty schemes of Tesco, Kroger and Casino. dunnhumby's ability to draw meaning from over 200m different households shopping baskets across the world to create patterns, links and potent insights ensures its partners can offer customers relevant choices. As Casino's Chief Executive, Jean- Charles Naouri says: " The partnership with dunnhumby allowed us to develop our commercial appeal as well as strengthen customer loyalty by not only improving our knowledge of their spending habits but of their expectations as well." Crucially, understanding customer data also enables retail partners to launch new ranges with confidence like Tesco's Healthy Living, Kroger's Hispanic range and Casino Délices, products for the ' gourmet' shopper, because the data tells them there is a customer need. Casino's gourmet In March 2008, Casino launched a ' gourmet' private label range called Casino Délices, designed to appeal to a customer segment discovered by dunnhumby after analysing the data of its 3.7m loyalty card members. ' Gourmets' are not interested in ready meals, but they want premium ingredients and knowledgeable staff at the deli counters. From 2004 to 2007, Casino's private label range increased by seven percentage points to 43% of sales in volume, and Casino wanted to build on this success. Unlike the British or Americans, French food shoppers are most likely to shop at a variety of different retailers from their local butcher to the weekly market, as well as a supermarket like Casino. French customers are also less likely to find food shopping a chore and enjoy taking the time to select the right ingredients, often shopping more frequently. The Casino Délices range was developed with the help of a Michelin star chef. The products include cocktail party nibbles, ready- to- cook meals, which unlike ready meals involve preparation any colour you like as long as it's any colour you like The ambition is to ensure its insights improve the entire shopping experience for customers