Dunnhumby: Even closer to consumers than before

Two years ago dunnhumby launched its media branch, and since then the company implemented nearly 2,000 in-store and online campaigns in Central Europe. Fruzsina Kis, media planner for dunnhumby Hungary told: analysing shopper behaviour and the trends and insights arising from this, combined with dunnhumby’s retail media expertise, make it possible to target and reach customers effectively; the company can also measure the effects and efficiency of campaigns implemented for partners.

Last year FrieslandCampina Hungária ZRt. launched a new product, Pöttyös Chocolate Milk. A strong in-store campaign backed the launch in May-June 2019. By using the dunnhumby Shopper Thoughts panel, the company got to know the opinions of more than 900 Tesco ClubCard holder customers (they filled out questionnaires) about the POS carriers used and the product promoted. The results showed that the campaign was very successful, e.g. 52 percent of shoppers remembered the POS decoration, and 43 percent of those who noticed the campaign bought Pöttyös Chocolate Milk because of it. (x)