Heinz is to share data from its Heinz at Home magazine database with retailers, the first time it has made these details available.
The database is used to mail customers copies of the magazine, which contains money-off coupons for Heinz products, as well as a mix of recipes and lifestyle articles.
Heinz marketing director Robert Bailey confirms he is in talks with retailers about sharing access to parts of each other’s database.
The Heinz database carries information on 4.5 million Heinz customers, and Bailey says he now wants to know more about the purchasing habits of consumers gathered at point of sale.
Since last February, the magazine has been segmented into ten different editions, which target specific groups – such as families with children, and healthy eaters.
When signing up for Heinz at Home, consumers are told the information may be passed to other organisations, and they have to tick an opt-out box if they do not want to receive mailings from other companies.
This week, it emerged that Tesco is to contact its 9 million Clubcard members asking them if they want to opt out of receiving product information from third parties.