jon ewing, dunhumby dmx dublin 2014 - taking a byte of the apple: how digital is reshaping the...

Taking a byte of the apple: how digital's reshaping the grocery world

Jon Ewing, Personalisation Director

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dunnhumby’s world

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Our reach as a group

baskets per week

247M

1.4B Number of items per week

400M people shopping

our stores

120M shopping on

smartphones

total data items

307B

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Loyalty

Remember the Funnel?

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a customer-centric retailer’s objective

is not to change “what” a customer buys, but

“where” they buy it.

A different focus

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Loyalty means repeat visits

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Loyalty

Grocery Brand Marketing

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Loyalty

Grocery Trade Marketing

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Loyalty

Digital Marketing - so what?

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Campaign Events

Relevance works

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(or, conversely, irrelevance fails)

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Relevant Promotions

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Personal Price

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Merchandising on Facebook

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Helping pickers make better substitutions

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Convenience across channels

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In-store technology

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● For grocery retailers specifically, Brand Marketing is about the

“Where” not the “What”;

● Messages focused on factors that drive or reinforce the decision

where to shop;

● Addressability of mainstream channels plus introduction of new

channels has allowed for targeted “Where” brand messaging;

● Relevance in “Where” messaging is just as important and just as

effective as for brand marketing as in other areas;

● Its early days, and a lot of work being done in different areas by

different retailers.

What we’ve learnt

Thank you.

Questions?