dunnhumby Partners for Promotion Planning

Customer data pioneer dunnhumby has announced a partnership with Aptaris, whose software manages and integrates clients' marketing and promotions management. Clients will gain new tools for scenario planning, forecasting and response measurement.

dunnhumby's solutions for planning and understanding the impact of regular and promotional pricing will be combined with Aptaris' promotion management offering, which covers the full process from vendor collaboration through advertising design and billing. Specifically, clients will be able to conduct 'what-if' scenario planning in real time, and make choices about offer mechanics and marketing tactics based on demand science; use accurate forecast data to negotiate smarter deals for trade funds; automate vendor accounting; improve internal team collaboration; and analyse both margin potential and customer response to promotions.

Howard Langer, MD of dunnhumby Price and Promotion, comments: 'The dunnhumby philosophy is centered on helping organizations build long-term customer loyalty, and promotions play a key role in shoppers' perception of value. This partnership demonstrates our continued investment in price and promotion technology solutions that give retailers the tools they need to be more successful'. Tom O'Reilly, CEO of Aptaris, says retailers will for example be able 'to determine instantaneously if a 50 percent discount will have greater impact on their category than a buy-one-get-one promotion'.

The partners are online at www.dunnhumby.com and www.goaptaris.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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