dunnhumby Founders Buy Stake in Theatre Analytics Firm

Edwina Dunn and Clive Humby, the creators of the Tesco Clubcard, have invested an undisclosed seven-figure sum in theatre analytics specialist Purple Seven in a move set to unlock an estimated £250m of unrealised commercial opportunities across the arts sector.

The husband and wife team are the founders of customer science company dunnhumby, which is best known as being the data firm behind the Tesco Clubcard loyalty scheme. Having sold their final shares in the company to Tesco in 2010, and since set up H&D Ventures, the duo will now focus on creating the same links between the UK's theatres and audiences as they previously did between retailers and customers.

Purple Seven currently manages nineteen million customer records for theatres, agents and promoters across the UK, and already works with around 75% of theatres and entertainment venues in the region, including major commercial theatre groups like Ambassador and cultural centres such as the Barbican.

Through the deal, Dunn and Humby will help theatres and venues target consumers according to their preferences, in a bid to improve the breadth of appeal of a season's set of performances and the number of unsold seats for many shows outside the 'blockbusters'.

Under the new partnership, Dunn and Humby will also help Purple Seven enhance its 'How was it for You?' (HWIFY) audience feedback service, by developing it into an interactive platform that offers customers recommendations based on their preferences and highlights promotional deals available.

Dunn says that customer insight will enable theatres and venues to provide a better service to their audience, while attracting the elusive 'one-hit wonder' customers back for a second show. 'With Purple Seven we can help give people back the fun of going to the theatre, ballet or opera - offering recommendations based on what they like, and showing the offers that are out there,' she adds.

Web sites: www.hdventures.org and www.purpleseven.co.uk .