dunnhumby is Transforming Trade Promotions Management With its Enterprise Promotion Management Platform

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Powered by customer data science, the platform enables retailers and
their vendors to measurably improve efficiency and effectiveness of
promotions and retail media, increasing profitability 3-5%

NEW YORK–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/CustomerFirst?src=hash” target=”_blank”gt;#CustomerFirstlt;/agt;–NRF 2019: Retail’s Big Show)– dunnhumby,
the global leader in customer data science, today reported growing
momentum and demand for its Enterprise
Promotions Management
(EPM) platform by North American retailers.
Over the last 12 months, dunnhumby has expanded its EPM client base of
national and regional retailers by nearly 300 percent, supporting more
than 20,000 stores and connecting with hundreds of their vendors across
thousands of users.

Historically, trade funding deals were manually tracked across emails,
spreadsheets, faxes, and even cocktail napkins, and then re-keyed into
other systems on average 6-11 times. “Retailers, vendors and other
third-party suppliers have long been frustrated with the inefficiencies
in vendor funding management that has resulted in ineffective
promotions, reliance on outdated processes, and lost revenue,” said Jose
Gomes, President, North America for dunnhumby. “We’ve brought trade
promotion management into the 21st century by offering
retailers a one-stop platform that connects all of the parts, people,
processes, media and data – at every stage of the promotional process.
Powered by customer data science, retailers also gain promotional
insights and forecasting to better understand, engage, and meet the
needs of their shared customer. This is the retail industry’s best kept

How It Works

dunnhumby’s EPM platform combines best-in-class, data-driven promotion
forecasting and analytics with innovative workflow and vendor management
to plan, deliver, track and measure every promotion across retailer and
supplier teams. The platform consists of five critical components:

  • Cloud-based Vendor Portal. For retailers, they gain
    efficiencies in deal negotiation, increase vendor funding, and reduce
    audit fees, with dozens of configurable billing rules to manage vendor
    funds. For vendors, they can submit new products, cost changes, and
    promotional deals.
  • Workflow. Retailers can streamline promotional processes across
    in-store, print, and even digital media with a task management system
    to ensure timely, efficient and consistent execution. Retailers can
    configure process steps, assign owners and deadlines to their team,
    vendors and third parties, as well as receive alert emails for overdue
  • Promotions Forecasting. Retailers can leverage machine-learning
    and customer insights to forecast the impacts of all promotional
    decisions throughout the entire process. In addition, retailers can
    conduct real-time forecast evaluation of vendor offers to understand
    the impact that changes to print and digital advertising have on sales
    and profit.
  • Promotion Analytics. Based on financial and customer metrics,
    retailers can quickly evaluate their historic promotions to inform
    future promotional plans. By understanding the total sales lift by
    brand and total category including customer switching behavior,
    retailers can easily identify how and where to cut unprofitable
  • Retail Media Design. Retailers gain efficiencies for print and
    digital promotions and ad circulars. Retailers can design layouts,
    allocate space, assign products, and select digital images all
    integrated with the necessary proofing copy and design functionality
    in one integrated platform. Customer data science guides product
    selection and placement to maximize sales and profit.

Coming Soon for CPGs

The vendor community will soon have access to promotional analytics and
customer insights through the EPM Vendor Portal, powered by dunnhumby
Customer Data Science. Access to promotional insights and the ability to
activate those insights will enable vendors to improve promotion
effectiveness, and improve retailer collaboration through smarter,
data-driven business decisions that benefit both partners.

Driving Return on Investment

dunnhumby’s Enterprise Promotion Management platform clients report the
following results in the first year:

  • Sales increase of 1 – 4%
  • Profitability increase of 3-5%
  • Increase vendor funding by at least 1%
  • Reduced time and effort spent on promotions planning by 10-20% by
  • Reduced audit fees at least 90%
  • Return on investment ranging from 10 – 20%

The dunnhumby Enterprise Management Promotion platform is now available
to retailers and their suppliers in North America. For more information
or to request a demo, visit dunnhumby’s booth at NRF (#2073), contact
your dunnhumby account representative, or visit https://www.dunnhumby.com/unitedstates.

About dunnhumby

dunnhumby is the global leader in Customer Data Science, empowering
businesses everywhere to compete and thrive in the modern data-driven
economy. We always put the Customer First.

Our mission: to enable businesses to grow and reimagine themselves by
becoming advocates and champions for their Customers. With deep heritage
and expertise in retail – one of the world’s most competitive markets,
with a deluge of multi-dimensional data – dunnhumby today enables
businesses all over the world, across industries, to be Customer First.

The dunnhumby Customer Data Science Platform is our unique mix of
technology, software and consulting, enabling businesses to increase
revenue and profits by delivering exceptional experiences for their
Customers – in-store, offline and online. dunnhumby employs over 2,500
experts in offices throughout Europe, Asia, Africa, and the Americas
working for transformative, iconic brands such as Tesco, Coca-Cola,
Meijer, Procter & Gamble, L’Oréal.


Theresa Smith
Silicon Valley Story Lab

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