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25 the power of personalisation by the shopper. The range also includes premium ingredients like smoked salmon and a vinaigrette dressing, which have both been best sellers since its launch. The highest repeat purchase comes from 100g of Emince Saumon - one in four shoppers bought again in the nine months of 2008. This is an increase of over 10% compared to the same time the previous year. Crucially, Casino Délices repeat purchase is performing as well as the direct brand leaders in their market. For example, in the smoothies market, Casino Délices Fraise Framboise Myrtille has a repeat purchase rate of over 20% compared to key competitors who managed only 16%. Other Casino innovations driven by the analysis of customer data include making the halal range more competitively priced, rolling out fresh fruit and vegetables to stores across the country and ensuring customers' most- wanted products are never out of stock by overlaying the core range list with the supply chain list. Kroger's innovations Kroger is an altogether different operation. It carries on average 60,000 products, compared to 40,000 in Wal- Mart. One of the first tasks for dunnhumby was to help Kroger streamline its ranges to ensure customers weren't confused by so much choice. During a regional test, dunnhumby identified products from 10 different categories that could be removed from the shelves without upsetting customers. The analysis led to 8- 45% of the products from each of the 10 categories in the total range being removed. The delisted products were carefully selected according to rules dunnhumby had developed to ensure no essential items were removed. Results spoke for themselves, sales increased in nine out of the 10 categories because shoppers were finding it easier to shop from the edited ranges. Other Kroger innovations driven by analysis of the customer data included the development of a Hispanic food range, which has led to some stores running demonstrations on how to make tortilla bread. Then there's the different layout of

26 individual stores themselves - which ones have a Starbucks, which locations should have a fresh fish counter, a cheese counter and so on? To help make it simple, Kroger's 2,500 stores have been divided into five different segments - value, upmarket, Hispanic, mainstream and family. Analysis of the Kroger Plus card data revealed that Hispanics in the Southwest and Texas wanted orange mango-flavoured Lipton iced tea, a flavour that was not available in their local Kroger store. Prompted by dunnhumby, Unilever quickly got the product into those stores. Similarly, in a different field of American retailing at The Home Depot, a home improvement store, a closer analysis of data revealed opportunities among the Hispanic population, where 20% home ownership growth is expected over the next 15 years. Today, The Home Depot has a high share of wallet with the Hispanic community and is working to recruit bilingual staff and develop bilingual signage to serve this market like " Puedes Hacerlo. Podemos Ayudarte." (" You can do it. We can help.") Tesco's innovations Tesco's Finest brand was launched using the insight drawn from Clubcard. It told them that there was a sizeable and significant group of customers who would be prepared to pay a little more for premium products. It was another example of Tesco wanting to grow the share of existing customer spend rather than hunt out new ones. These Tesco customers did most of their shopping at the store but visited Waitrose or M& S for special treats or at Christmas. Today, the Tesco Finest brand is bigger than Coca- Cola in the UK in sales value. Interestingly, Tesco data shows how eclectic shoppers can be. Premium customers might buy the best muesli and ' value' toilet roll. Only shopping data is going to give you real insights. Tesco's ethnic range, World Foods was launched following the analysis of customer data in a British town with a large proportion of ethnic minorities. In this particular store the Tesco shoppers were not buying full meals, preferring to buy staples like huge sacks of rice, canisters of oil and loose bunches of herbs from local markets. any colour you like as long as it's any colour you like