Dunnhumby says it can now measure the effectiveness of a digital campaign by comparing the shopping behaviour of Tesco Clubcard customers who use brands’ online loyalty campaigns and those who do not.
By doing so Dunnhumby can quantify the effect of online loyalty campaigns on brand trial, loyalty, sales uplifts and return on investment so that brands can improve the relationship between online and offline activity.
Danone’s Activia and Actimel brands, Reckitt Benckiser’s Air Wick brand and Pfizer’s SMA baby milk brand have all used the application to shape digital and in-store marketing
Halla Ragi, Air Wick senior brand manager, says the Dunnhumby data has been “invaluable” to developing its Air Wick Fresher Homes Club eCRM programme and optimising its targeting strategy to drive both online and offline loyalty to the brand.
Pfizer Nutrition’s SMA baby milk brand has used the data from Dunnhumby to inform its investment and planning strategy for its online loyalty programme SMA Know How because it can see that the online campaign helped attract new customers.
Mark Hinds, managing director for Tesco Markets at Dunnhumby, says the data application is a “window between the real and digital worlds”.