dunnhumby Launches ConvenienceShop

Published in CSP Daily News

CPG companies can access POS data from 5 million c-store households across all categories

CINCINNATI -- dunnhumby, a leading global customer science company, has introduced ConvenienceShop, an online portal providing comprehensive point-of-sale (POS) and behavioral insights based on loyalty data from nearly five million U.S. convenience store households, targeted to consumer packaged goods (CPGs) companies.

ConvenienceShop provides detailed shopper segmentation through analysis of actual purchase behavior, demographic information and overall engagement that can help CPGs better understand shopper frequency, purchase adjacencies, purchasing patterns, promotional performance and brand loyalty. ConvenienceShop data includes access to the total store (in-store and fuel purchases) and is provided with a two-year history.

ConvenienceShop provides CPGs access to granular shopper insights that can help to inform and drive their convenience channel strategies.

"With ConvenienceShop, we can drill down to the product level, time of day, age, gender, whether a product purchase was coupled with a fuel purchase, etc., and understand how engaged that shopper is with a brand. That level of granularity is powerful for a CPG in determining assortment, pricing and promotions targeted to C-Store customers," said Leslie Liss, vice president of CPG Commercial Solutions for dunnhumbyUSA.

All ConvenienceShop information is derived from an anonymous, privacy-protected database of c-store purchase behavior. It includes insights from nearly 800 stores in 19 states.

With more than 20 years' experience analyzing data and insights from more than 400 million households across the globe, dunnhumby has applied that expertise to the convenience channel to provide shopper insights through dunnhumby's flagship self-service portal, dunnhumby Shop. Subscribers to ConvenienceShop will have access to 24/7 product support from dunnhumby and a comprehensive coaching and training program.

dunnhumby is the world's leading customer science company. We analyze data and apply insights from more than 400 million customers across the globe to create better customer experiences and build loyalty. Our insights and strategic process help clients create competitive advantage and enjoy sustained growth. dunnhumbyUSA is a joint venture of The Kroger Co. and London-based dunnhumby. Clients include Kroger, Tesco, Coca-Cola, General Mills, Kimberly-Clark, Macy's, PepsiCo and Procter & Gamble.