dunnhumby Introduces Customer-Focused Retail Media Platform

Retail data science company dunnhumby has rolled out dunnhumby sphere, a customer-focused, all-in-one retail media platform. The end-to-end retail media platform takes users from brand insights to campaign billing through a set of fully integrated modules, helping to unify audience targeting, media booking, forecasting and measurement across a range of retail media channels.

Designed for retailers looking to grow and expand their retail media capability, Sphere enables them to scale and maximize retail media revenue, while advertising partners can take advantage of improved collaboration and the ability to plan, book, measure and pay for campaigns across online and in-store channels.

Retailers can also use the platform to transform their media business, increasing the sophistication of their omnichannel media offerings without the usual complexity or cost. Additionally, as a modular solution that integrates with the larger advertising ecosystem, Sphere will allow retailers to integrate their existing retail media technologies.

UK grocer Tesco is already using the solution to power several of the retail media products included on the Tesco Media and Insight platform, which was launched to help the grocer’s suppliers and agencies engage with customers. and understand their changing needs.

“Retailers are finding that building their own retail media business is complex,” noted Julie Jeancolas, head of media products and customer engagement at London-based dunnhumby. “The retail media ecosystem is highly fragmented, making platforms difficult and expensive to develop. This often means data value is trapped, with some third-party data platforms providing unusable data to brands and to agencies, undermining the value of a self-service platform Brands need a single point of access for all their measurement reports to compare the relative performance of each channel, while retailers need a way to validate the long-term impact of retail media on customer experience and sales. [T]This is where dunnhumby Sphere will make a real difference. This allow retailers at effectively manage a complex ecosystem, unlocking the value of their data by making on-demand AI-powered audiences easily accessible to CPGs, while allowing the retailer to measure the true impact of media on their core business.

Everything on the platform, from information to billing, is controlled through an intuitive interface, covering all retail media channels. Sphere makes it easier for retailers to optimize the performance of their retail media business by providing a holistic representation of their customers across every channel and campaign. It can also give retailers access to larger brand budgets and new revenue from agencies that would traditionally be excluded from this business.

Sphere provides access to AI-powered audiences to predict the likelihood that customers will purchase a given product, resulting in up to twice the return on ad spend compared to standard descriptive segmentation models.

The platform also helps retailers and brands save time by simplifying the management of complex workflows across all media channels. By bringing together diverse datasets, Sphere gives retailers and their advertising partners a single view of all audience activations, providing easy access to AI-powered audiences to enable brands to find the shoppers they need. target to achieve their marketing goals and deliver high performance. on advertising spending.

Using consistent cross-channel customer profiles, the platform tracks the long-term effect of retail media on the shopper experience. Retailers can monitor the impact on customer lifetime value, loyalty and basket size. At the same time, in-depth measurement helps maintain campaign relevance as buyer needs change, while seamless, closed-loop measurement gives advertisers proof of incremental performance.

According to Jeancolas, “dunnhumby Sphere enables retailers and brands to collaborate in a way that truly enhances the customer experience. Retailers can set their own parameters on how advertisers can interact with their shoppers, while brands will have self-service access, making it easier to target the right shoppers with the right messages. It’s a true omnichannel approach to ensuring a consistent experience for all customers. »

​Sphere will be rolled out in stages, with modules such as Digital, In-Store Media, On-Premises Digital and Sponsored Products throughout the year.

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