Woolworths in 'dunnhumby Deal' with Quantium

In Australia, supermarket giant Woolworths has taken a 50% non-controlling stake in customer data analytics firm Quantium, which in return will gain access to Woolworth's customer data and provide insights to the retailer's packaged goods suppliers.

The deal is similar to Tesco's relationship with dunnhumby, which draws till data captured through the Clubcard loyalty scheme in order to analyse the shopping behaviour and purchasing patterns of millions of households worldwide.

Woolworths, which opened its first store in Sydney in 1924, now has a presence in almost every metropolitan and regional centre in Australia and New Zealand.

The firm's 'Everyday Rewards' loyalty card automatically tracks the supermarket purchases of its eight million members, enabling the company to offer them relevant promotions and incentives. Quantium will tap into de-identified customer data taken from the scheme, with the promise of delivering better stores, ranges and prices for customers, while also providing a clearer view of consumer preferences.

Director Tony Davis, who co-founded Quantium ten years ago with Greg Schneider and Adam Driussi, says the deal is a further development of the long relationship his firm already has with Woolworths. It will also enable the firm to extend its customer insight services to existing and new clients.

Quantium, which currently employees more than 180 staff based in Sydney, Melbourne, Brisbane and Hyderabad, India, will also take over management of around 20 Woolworths employees.

Web sites: www.woolworths.com.au and www.quantium.com.au .