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27 Tesco decided to build a superstore to appeal to the ethnic groups in the area. When the new store opened in 2005 it offered 800 different foreign products, up from 150 in the previous store. It also has a halal butcher, newspapers in Arabic, Urdu, Punjabi and Bengali as well as a jewellery counter. The World Food range has since been extended to many more stores, as dunnhumby's analysis revealed that upscale white shoppers accounted for one quarter of World Food sales in this store. Today, Bar Hill, an affluent village near Cambridge, is one of the top sellers of the World Food range. Other innovations driven by Clubcard's insights include 24- hour opening, the Healthy Living range, Organics, Free- From, a range which is free from allergens like gluten and wheat and SoGood, a private label soya milk brand. Then there's Tesco's dramatic success in non- food items from clothing to electronics and homeware. Similarly, Tesco's ability to extend its brand into entirely new sectors like mobile or financial services are all driven by its ability to really understand customers. The Shop Working with dunnhumby, retailers are encouraged to share customer data with their suppliers. The ambition is to ensure its insights improve the entire shopping experience for customers. The collaboration between retailers and suppliers to improve customer experience is crucial and signals a radical new approach for the industry. Traditionally, the relationship between retailers and suppliers has been purely based on trading terms, with the customer getting lost in the ongoing commercial battle. Working with its retailers, dunnhumby is starting to bring a customer element to the conversation. This customer dimension doesn't supplant the commercial imperatives of the relationship between suppliers and retailers, but it does ultimately create better value growth rather than short- term promotional boosts. For example, dunnhumbyUSA's data helped one of Kroger's clients launch a new product - one- calorie- per- spray salad dressing. The product was initially launched using a diet message, when customer data revealed that a quality or taste message would have been more appropriate. The marketing was tweaked and the launch became a success. the power of personalisation

28 Tesco, Kroger and Casino all help suppliers like Procter and Gamble, Coca- Cola and L'Oreal use their loyalty customer data to garner insights on the performance of their own brands. The speed at which the shopping data can be analysed enables brands to swiftly change the marketing if repeat purchase is looking shaky. These brands are not able to see individual customer information when they use our visualisation tool, The Shop, but they are able to see trends by customer type and then take action quickly within a week or two. Transactional data and personal details never meet in The Shop. The anonymous data has all the power of robust customer insight without relinquishing any personal information, and enables suppliers to target relevant customers through specific media channels. Brands might modify the pricing, change the marketing and alter the way their products are promoted in- store. This saves money for the brands long- term by lessening the chance of a failure, optimises sales and crucially ensures customers are getting what they want. any colour you like as long as it's any colour you like The marketing was tweaked and the launch became a success